Let’s go back in time and think. 10 years ago we felt the proximity of the brand? Surely, we felt the proximity of the product according to our purchasing power. When we saw an ad on television or press of a product of a brand of great value, such as a high-end car or an embedded jewelery watch, we thought “Very nice but I doubt you can buy it” and we automatically deleted the campaign of our mind.

On the other hand, the fun announcements of drinks or Christmas products are stored in our thoughts as great treasures. Why does this happen? Because they are products close to us. They have been on our tables, they have been immortalized in birthday photographs and they are associated with good times.

However, in recent years the concept of brand proximity has changed. The reason? Social networks.

The professionals and experts of BrandChats show us 7 differential features of proximity of a 21st century brand.

1 . To connect 100% with a brand we had to see the whole repertoire of advertisements until we found ours. Do you remember the classic conversation? “Have you seen the announcement of …? “It was on TV ….” . If we had not seen the ad the feeling was empty and we should wait to get home to turn on the TV and wait.

Currently, the announcement comes days before on the YouTube channel or Vimeo. We can see it as many times as we want and in any place thanks to the smartphone and tablet. We can also share the spot on our social networks so that virality is even greater and our friends can enjoy the moment of the experience.

2 . Ten years ago a brand manifested itself monthly through magazines or massively for two weeks on television. Then it disappeared until it launched a new campaign.

Currently, a brand shows its most human side on a daily basis through its social networks. Not only with their campaigns but with what happens in the factory and with their workers. We can know the heart of our favorite product.

3 . The interactivity Before unattainable. Could we comment on the ad live and have the brand see our message?

Now it is possible. With a comment and “like” on Facebook and a “retweet” or mention on Twitter, we express our opinion whether positive or negative. In addition, the brand is aware of the response.

4 . In the 90s if we asked a question in the air or expressed our wit … Was the brand aware of this? The answer is no.

Currently, we build fun tweets and joke with the brand. We can also get them to share our comments among their followers and respond to us. The feeling of proximity is maximum.

5 . The feeling of more intense closeness . Share our moments We can instantly show our experience with the product through social networks. A photograph with our favorite beer, a disguise of the brand, a home video imitating an advertisement. In short, we can share everything. The most pleasant feeling is that brands are aware of our moments.

6 . That we can not buy a product because it is very expensive does not mean that we do not like to follow its news. Most of us can not buy a Ferrari but that does not mean we do not love cars. Social networks bring us the most select brands through photographs, videos, merchandising, interviews, product news … and we interact with them. Proximity is inevitable.

7 . The brands themselves demand our attention through social media. Contests, surveys, photographs, interviews. They want to strengthen bonds and know our opinion. For them, the opinion of the consumer is very important to focus marketing campaigns and know the reputation of their brand.