Tag Archives: Social Media

New Paths to Consumer Engagement

30 May

A research (by WSI Internet Marketing) suggests that  more People are Using Social Networks and  Social Networks are Being Used Several Times Each Day.

  • This year more than half of all internet users (52.6%) in theUKwill be using one or more of the social networks.
  • In 2012, 55.3% of the online population, around 25.9 Million people, will be using social networking sites.
  • 27.7 Million people in theUKwill be using social networks in 2013 and by 2014 almost 60% of theUKonline population will be actively using social networks.
  • Social Network usage is becoming a daily activity in theUKfor many people
  • 69% of UK Social Network users said that they use the Social Networking sites several times or at least once each day.
  • 21% of respondents use Social Networks several times or once each week, whilst 7% use Social Networks several times or once each month. 

As UKconsumers embrace new digital channels and behaviors, advertisers are developing strategies to deliver key messages and incentives at many touchpoints.

Social media (60%) and mobile (61%) options such as apps and location-based messaging top the list of newer platforms marketers hope to exploit. But research on the ways channels work together is still sparse. It’s easy to quantify how TV ads reinforce marketing in print or online, but difficult to measure how these can combine with mobile, outdoor or Facebook display ads to shape consumer behavior in the short and long term.

Best practices in multichannel marketing will vary depending on market sector, brand status and campaign purpose. Yet successful campaigns all rest on the same foundation: detailed consumer insight. Marketers should review their target audience segmentation regularly and feed that analysis into campaign planning.

The research (by Econsultancy), based on a survey of more than 1,100 companies and agencies, shows that companies who urge their staff to engage with social media for customer engagement are still in the minority, but this will surely become more commonplace during 2010 and beyond.

Compared to last year, social networks (43%) and video sharing (23%) are used by a significantly higher proportion of companies specifically for evolving products and innovating. Similarly, more companies are using mobile communications and SMS service alerts to feed into development.

Although the majority of the topUKretailers have recognised the importance of embracing social media, a new report suggests that many remain unresponsive to consumers.

A study from internet consultancy company Auros revealed that 20 of the top 25UKretail companies are marketing through a Twitter account, whilst 72 per cent are producing social media content through Facebook.

However, despite this significance in social media channels, response levels from the topUKcompanies remained extremely poor. Just a quarter of the top retailers with a Twitter account and half of the companies marketing via Facebook are currently bothering to respond to customer queries.

Commenting on the study, Auros Managing Director Dominic Mills was keen to point out the benefits of responding to customer’s social media enquiries.  

He told mynewsdesk.com: “Whilst brands need to monitor what is being said about them, they need to be confident about responding.

“Companies that use the social channels to get closer to their customers and prospects will increase brand advocacy and generate more bottom line revenue.”

The study found that those were responding to customers were providing a quality level of customer service to consumers. The average response time was just an hour via Facebook and and hour-and-a-half on Twitter.

Source: Social Media Examiner

The number-one benefit of social media marketing is standing out in an increasingly

noisy world. A significant 88% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Improving traffic and subscribers was the second major benefit, with 72% reporting positive results.

Nearly two-thirds of marketers indicated a rise in search engine rankings was a benefit of social media marketing. As search engine rankings improve, so will business exposure and lead generation efforts, and overall marketing expenses will decrease. Slightly more than half of marketers found social media generated qualified leads.

Source: Social Media Examiner

It takes time to develop relationships that lead to actual business. However, a large percentage of marketers who take the time find great results. For example, 72% of marketers who have been using social media for more than 3 years report it had helped them close business. More than half who spend 11 or more hours per week find the same results.

Looking at these findings

  • New channels of customer engagement like social media is developing rapidly
  • Businesses are strategically developing new channels
  • Business that use the social channels to get closer to their customers and prospects will increase brand advocacy and generate more revenue
  • Social media efforts have generated more exposure & improving traffic and subscribers significantly
  • Social media has helped close business

The challenge for businesses now is to get engaged in new channels in order to get seen by their customers.

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