They don’t want a relationship with you. Just help them make good choices.

Marketers see today’s consumers as web savvy, mobile -enabled data sifters who pounce on whichever brand or store offers the best deal. Brand loyalty, the thinking goes , is vanishing. In response, companies have revamped up  their messaging, expecting that the more interaction & information they provide, the better the chances of holding on to these increasingly distracted & disloyal customers. But for many consumers, the rising volume of marketing messages isn’t empowering- its overwhelming. Rather than pulling customers into the fold, marketers are pushing them away with relentless & ill- concieved efforts to engage.

What consumers Really Want?

Businesses broadly misjudge what consumers want from them online. In particuar, marketers often  believe that consumers interact with them on social media to join a community & feel connected to the brand. But consumers have little interest in having a relationship beyond the merely transactional. Their top reasons for connecting online, to get information & discounts, & to buy things

Consumers Actual Reasons

Why they interact with companies via social sites

  • 61% discount
  • 55% purchase
  • 53% reviews & product rankings
  • 53%General Information
  • 52%Exclusive information
  • 51%Learn about new products
  • 49% submit opinion on current products /services
  • 37% customer service
  • 34% event participation
  • 33% feel connected
  • 30% submit ideas for new product/ services
  • 22% Be part of a community

           Businesses’ Perceived Reasons 

Why consumers follow them via social sites

  • Learn about new products 73%
  • General Information 71%
  • Submit opinion on current products/ services 69%
  • Exclusive information 68%
  • Reviews & product rankings 67%
  • Feel connected 64%
  • Customer Service 63%
  • Submit ideas for new products / services 63%
  • Be part of a community 61%
  • Event participation 61%
  • Purchase 60%
  • Discount 60%

 

 

 

    

 

 

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