« After surveying 250 marketing executives and over 2,000 consumers, it’s clear that what marketers consider to be high-value engagement is not always thought of in the same way by consumers. »…
Interesting article on a recent Forbes report about the disconnect between brands and consumers when it comes to social media.
Key findings of the report:
Marketers view consumers’ proactivity via social media as more engaging then consumers do. The inflation of “engagement” in this case has been caused by the ease of social media use and equating online followers with successful marketing. Measurement of social media engagement is an area where CMOs often don’t know what they don’t know.
Fundamental disconnects in how marketers and consumers understand and value engagement tactics may cost marketers great opportunities. The biggest schisms are found in approach to redemption rates, discount codes and loyalty programs. Additionally, marketers’ attempts at personalization and customization engage few consumers. This finding may stem from consumers’ high expectations of what true customization and personalization stands for.
Consumers identify strongly with brands, particularly younger consumers, who view their relationship with brands as a reflection of self. And they approach and interact with them in a variety of ways, from social media to traditional advertising. They don’t necessarily view this as engagement, however. Rather, their view of how they interact with and relate to brands is much more holistic.
See on socialmediatoday.com