Consumers Want Offers on Social Media
A new report from FED Razorfish , that looks into consumers’ digital habits and attitudes, are showing that the best way for brands to engage consumers on social media is to use conventional marketing techniques like various discounts and exclusive promotions. According to the report, it is more about great deals and not so much about some type of passion that the customers feel for a brands value. FED Razorfish used a survey on 1000 consumers with broadband access and that are frequently visitors on social media sites.
The results shows that social media tools shouldn’t be used to make the customers aware of a new brand that is out on the market, instead companies should use social media to give consumers good valuable offers. People are looking for great deals; they are not interested in conversations on Facebook and Twitter.
44% of the participants in the study said that the main reason for them to follow brands on social media sites is too look for exclusive deals. Starbucks, who have over 5 million fans on Facebook, is a good example of a company that is frequently offering good offers on their Facebook page. Whole foods, have gathered over 1.5 million followers on Twitter, by offering weekly special discounts on products and shopping advice.
Another interesting thing that the study showed was that there is a strong correlation between brand engagement online and sales. Almost all participants confirmed that a brand experience online had influenced them to by a product or a service form a specific salesperson.
Garrick Schmitt, Razorfish vice president and the man behind the study, says that marketers shouldn’t focus too much on brand awareness, they should instead create great social media campaigns that influence the customers to by products and also spread the word about the products amongst their friends.
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