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Brand Relationship: How Consumers Respond to Social Network Marketing Messages

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When was the last time you ‘Liked’ a brand’s Facebook post on your News Feed or followed a brand on Twitter?

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A recent survey conducted by Vanson Bourne on behalf of Pitney Bowes Software delved into how consumers respond to social media marketing messages from the brands they follow. The study shows that while close to half of consumers welcome messages from their followed brands, the response is eliminated when terminating the ‘follow’ or ‘like’ relationship—only 18 percent of online consumers welcome social media marketing messages from brands they don’t like or follow.

On the other hand, 1 in every 5 consumers who knowingly follow a brand, find their social media marketing messages irritating. This figure jumps to 40 percent in people who don’t follow the brand.

The study, titled “Social Media: Contrasting the Marketing and Consumer Perspectives,” involved 300 respondents composed of senior marketing executives working in business to consumer companies in the US, Australia, Germany, France, and the UK, along with 3,000 consumers from similar markets.

Discrepancies

What struck us the most here at Enform is the disconnect between what brands are doing with social media messages and what consumers want. By comparing how marketers use social media messaging for marketing purposes with what consumers like, Bourne’s study uncovers a number of discrepancies.

For instance, the study reveals that 36 percent of consumers are interested in messages about upcoming sales and promos, but only 9 percent of social media marketers report to creating such messages. Meanwhile, 36 percent of consumers expressed interested in receiving messages about new services and products, but only 19 percent of marketers have created such messages.

Marketers apparently use social media messaging as a means of interacting directly with customers, but only 15 percent of those surveyed report to seeing value in this, preferring instead to getting messages about discounts and bargain coupons.

Another discrepancy the study found is how 24 percent of marketers see newsletters as crucial in generating consumer interest, even though only 9 percent of consumers like receiving them.

Social Media Still Not Supreme

When it comes to brand interaction, only 19 percent of consumers admitted to using social media to contact companies online. Instead, 67 percent of users report to using email, followed by 31 percent who call companies, and 30 percent contacting the company through their official website. Of course, these preferences may change over time.

Given these results, we, at Enform believe that a change in strategy as far as social media messages shouldn’t hurt. These results however, do not mean that the best way to use social media, is to inundate customer base with spam; the best approach is, always send something of value to your customers.