The results of a new study are pretty telling in regards to the influence that brands engaging customers through social media platforms are actually having on customers. Women in particular.
Information gleaned from the study, “Women & Brands Online: ‘The Digital Disconnect’ indicates that 75% of 1,000 women queried are uninfluenced by social networking channels when it comes to making purchases.
And this snippet is even more telling:
While exceptionally engaged, they are overwhelmingly uninfluenced, and often “turned off,” by brands in this space.
Wow. So you could be highly engaging with your nice offers, coupons, info on upcoming sales and information about the product and still have little to no influence on what is purchased. So what’s a brand to do?
Here’s a quote from Matt Wise, President of Q Interactive:
“There lives a growing impetus for marketers – especially those working with Fortune 500 CPG brands who enjoy a majority female customer base, to build a better connection with women in the dynamic social media landscape. “We know women are social creatures and highly active in mediums like Facebook, where they now outnumber men.”
Here are some additional results of the study:
- 75 percent of women are “more active” in social networking than last year
- More than half (54 percent) visit social networking sites at least once per day
- Yet 75 percent share that social networking sites “not really” or “not at all” influence what they buy
They are being engaged, however and to me that is a good thing because a connection is being made based on a conscious decision to associate with the brand in that particular space. The preferred results could come later, and I wonder what kinds of ideas will emerge to build that better connection Mr. Wise suggests.
The complete study findings are being presented today at Ad:Tech Chicago. I wish I was there. If you come across any video or presentations related to this study, please share.
3 comments
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September 3, 2009 at 10:00 am
Brent Rinehart
Very interesting results. I would say that most people aren’t inclined to admit they are influenced by anything, be it advertising, e-communications or social media. However, they would probably admit to making purchasing decisions based on recommendations from friends, which more in more is happening through social mediums like Twitter and Facebook.
September 4, 2009 at 2:30 pm
Brent McConnell
There is no influence because this is really just a one way street. Engagement comes from being a part of something bigger than yourself. Pushing coupons and updates at people isn’t going to engage people with a brand. The real question companies should be asking is how can they let customers influence and become part of the experience?
September 6, 2009 at 2:04 pm
Angela Connor
Hi Brent:
Good point. Engagement is not about pushing a message and I think that’s why we are seeing so many new job openings for community managers, though I don’t really know if one who tweets all day is a community manager..but that’s a post for another day. I bet there are some who would argue with you though, that their customers want that type of push and it’s enough for their particular brands. You ahve to put a real person behind these efforts and empower them to interact. Thanks for stopping by.
-Angela