As consumers we are making more of our own choices.
Marketers and advertisers are no longer telling us what we need to purchase so
much anymore. It is said that consumers are now listening to other consumers
and word of mouth when it comes to brands and purchases.
Imagine walking into a shoe store that appears to have one
size shoe in all the same colour, and no shop attendant at hand to assist.
Would you stay and have a look around, or tell a friend to pay the store a
visit? The answer is no.
In today’s world consumers do not want to be shouted at by
brands. But wanting to be listened to and seeking more interaction with brands.
Companies are merrily just shoving information down our ears which often just
comes in the one ear and out the other. When marketers engage with potential
consumers, consumers tend to listen and are more receptive to listening
marketing messages and pay attention to brands. Studies have been showing that
consumers are willing to engage with and purchase from brands that interact and
engage with them.
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| consumers interacting with social media |
ROI had recently done a study on 3000 individuals and found
that
•34% of those who participated said that they have used a
search engine to find information on a product, service, or a brand after they
saw an advertisement on a social networking site.
•30% learned about a new product, service or brand on a
social networking site.
•32% said that messages about printable coupons on social
sites resonate with them.
•28% of those responded said that messages about sales or
special deal notifications resonated with them.
The study also showed that that one in four respondents have
four or more active social network accounts and more than one quarter of them
access their Facebook or Twitter Account at least once a day via their mobile
phone. In all these studies consumers clearly like to be interacted with
especially using social media platforms this has been most popular for
interaction with friends and fans. Social media is instant and simple way of
being heard and spoken to from brand which some are still failing to accomplish.
As consumers, we have become so bombarded with marketing
messages but seem so easily to filter them out and are becoming desensitized to
these messages.
I think social media/the internet in general is playing a big role in todays brands. Word of mouth is slowly just becoming opinionated. I think people are replying more on the interaction with the brands they prefer rather than the opinions of people but that said I think most people know what brands are good and which aren't. I think marketers are making a good move by the decision to listen and engage more with the consumer.
ReplyDeleteI agree with Devon consumers are taking their product and service advice from fellow consumers but via the internet. advertisers and marketers need to understand that consumers are more informed about their rights and are able to access their own information about the product via the internet so as marketers they need to not only interact with consumers but do it in a timely fashion because the success of any brand has shifted from the marketer to the consumer. they are on the right step but they still have a long way to go. it has to be a balance of being told what to do or which product is good for you and being listened to as consumers
ReplyDeleteThank you for your comments. Through time consumers have changed and their communication has changed towards marketers.
ReplyDeletei think people are more inclined to stick to a product that theyve tried and tested and if theyre happy with it are less inclined to venture out and use or buy a different product. in that way i see word of mouth recommendations as a very useful for of advertisement because if someone you know can recommend a product then it removes all the "risk" involved in being dissapointed by a sub standard product. social media advertising also gets our attention but that could also be the brands marketing their own labels. all consumers want is a product that ultimately doesnt waste their money.
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