Brands have a great opportunity to close the consumer engagement gap via social media. Brands are spending millions of dollars to reach consumers via traditional outbound marketing while many customers are already knocking at their door. Great survey.
Via WARC LONDON: Marketers in the UK are failing to engage consumers making comments about their brands on social media sites like Facebook and Twitter, new research has revealed.
Marketing Week, the trade title, and Maritz Research, the insights provider, polled 1,000 adults, 81% of which had uploaded opinions about goods specific and services on the web. A further 77% expected to do so in the future.
Some 85% of the participants who had entered comments on the net concerning a brand did not receive a reply. In all, 47% would be “happy” to hear back from a business in such a way, and 32% would “love” this kind of response.
“The large percentage of people who had never been contacted after posting a complaint is a real example of where companies are missing a trick,” said Maya Robert, content editor and social media manager at uSwitch, the price comparison website.
When discussing the 15% of consumers who had received a message from a brand, 32% “loved” it and 47% ranked their engagement simply as being “OK”.
“I think we will always be surprised by how much people want you to be visible and step in and give help,” said Stuart Handley, EMEA director of communication for Dell, the IT group.
Nearly half of the panel had utilised social media to air their views relating of companies, with 24% providing favourable feedback in this way and 23.5% “venting feeling” to friends and family.
For 14% of interviewees, this medium had been a “last resort”, and 8% opted for such an approach in anticipation of achieving a rapid reply from the organisation involved.
Overall, 74% of contributors who had mentioned brands on Facebook generally adopted a positive tone and 26% complained, figures hitting 17% and 5% respectively for Twitter, and falling to 10% and 2% for YouTube.
Among those shoppers making remarks about goods and services online, 58% would have a “higher opinion” of corporations that responded, the analysis added.
When complaining, 74% of customers were seeking an apology, 39% sought offers or vouchers, 34% wished to be thanked by a firm and 29% hoped to gain financial compensation.
“More than 90% of the incoming traffic on our social media channels is customer-related comments or issues,” said Jakub Hrabovsky, head of web relations and social media at Vodafone, the telco. “The vast majority just want a solution and don’t care whether you apologise or offer them compensation.”
Data sourced from Marketing Week; additional content by Warc staff, 2 April 2012
contact ApolloBravo for consumer engagement strategies.
This is a great info-graphic visualizing how inbound marketing stacks up against traditional outbound marketing. We call inbound marketing, consumer engagement primarily because we see it as two-way communication where marketers provide value and are rewarded. See more about inbound marketing and our consumer engagement services here
Thanks to the Internet, marketing has evolved over the years. Consumers no longer rely on billboards and TV spots — a.k.a. outbound marketing — to learn about new products, because the web has empowered them. It’s given them alternative methods for finding, buying and researching brands and products. The new marketing communication — inbound marketing — has become a two-way dialogue, much of which is facilitated by social media.
Another reason why inbound marketing is winning is because it costs less than traditional marketing. Why try to buy your way in when consumers aren’t even paying attention? Here are some stats from the infographic below.
- 44% of direct mail is never opened. That’s a waste of time, postage and paper.
- 86% of people skip through television commercials.
- 84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”
- The cost per lead in outbound marketing is more than for inbound marketing.
Inbound marketing focuses on earning, not buying, a person’s attention, which is done through social media and engaging content, such as blogs, podcasts and white papers. This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product. So it costs less and has better a ROI.
This infographic from Voltier Digital highlights the differences between the two kinds of marketing. Let us know your opinions in the comments below.
Latest Comscore data shows rapid growth of consumers accessing social networks via their mobile devices. This is important for companies that want to share offers or drive traffic to their mobile website utilizing Facebook, Yelp, Foursquare, Linked in, Google and a variety of other social networks popular on mobile devices. Reach out to ApolloBravo for a mobile readiness evaluation and creative solutions for integrating Mobile + Social.
via WARC NEW YORK: Over 70m consumers in the US now access social networking sites through their mobile phones, a study from comScore, the research firm, has revealed. According to the company’s estimates, 72.2m people – a third of the entire mobile audience – logged on to these platforms via a handset in August 2011, a 37% increase on an annual basis.
More specifically, 39.9m individuals engaged in this pastime “almost every day”, a total which had expanded by 58% during the last 12 months.
Facebook led the field in terms of usage, reflecting its dominant position in the market as a whole. Some 57.3m of its members signed in from a wireless handset in August, a 50% lift year on year.
Twitter was in second place having attracted 13.4m mobile subscribers across August 2010, equating to 75% growth on August 2010. LinkedIn attracted 5.5m visitors in the same way, a 69% surge.
At present, the most popular activities undertaken by the mobile social networking audience are viewing comments from their friends on 80.3%, and posting status updates, on 69.5%.
Elsewhere, 53.2% of people had followed links to websites, and 52.9% read posts from brands and organisations.
This was ahead of the 44.8% that looked at material from celebrities and other public figures. Another 34.8% of netizens posted links to websites.
Turning to more commercial matters, 33.3% of consumers had received coupons and offers on these web properties, and 27.7% clicked on ads.
When considering the means via which mobile subscribers access social networks, comScore reported 42.3m did so through a browser, up 24% year on year, and 38.5m utilised an app, a 126% annual improvement.
Some 60% of smartphone owners logged on to social networks on these gadgets, nearly double the overall average, Mark Donovan, comScore’s senior vice president for mobile, said.
“Knowing that fans and followers engage with branded content on mobile devices opens the door to a world of opportunity for location-based services,” he added.
Data sourced from comScore; additional content by Warc staff, 24 October 2011
- Reach: Cell phone penetration is currently 89% of the US population. By way of comparison, this is better than penetration figures for cable TV, home internet access, and PC’s in the home.
- Acceptance: In the USA, over 102 billion text messages are sent each month, and over 1 trillion globally.
- Ubiquitous uptake: Mobile phones offer a reach never seen before by any other medium. Today there are more wireless mobile devices than televisions and computers combined.
- Globally There are 5.3 billion mobile subscribers (that’s 77 percent of the world population). What other medium offers that reach?
- Texting Nation: Of the 272 million US cell phones currently subscribed, over 96% of them are SMS capable. (CTIA 2010)
- Many mobile Web users are mobile-only, i.e. they do not, or very rarely use a desktop, laptop or tablet to access the Web. Mobile-only in India 59 percent, even in the US it’s over 25 percent of subscribers. Still think you don’t need a mobile site?
- High response rates: More than 5x as many people respond to mobile messages as compared to traditional, off-mobile call-to-action campaigns (94% of received text messages are read) 97% of consumers carry their phone at retail. (PMA 2010)
- Targeting: The mobile medium is an inherently intimate medium enabling highly targeted, one-to-one communication with audiences & lots of potential for personalization and up-selling.
- The Wireless Web: Over 3 billion targeted mobile ads are served every month.
- Widespread availability of unlimited data plansis critical to penetration of mobile media usage, it drove mobile media in Japan, now it’s driving the US with unlimited data plans starting at $25 per month
- Global: Europe is the most mature wireless market with (96%) penetration rates, followed by Japan (88%), the United States (89%) CTIA 2010
- Despite all the media hype, and vast sums pumped into developing and promoting native apps, more consumers use their browser than apps in developed nations. Only a minority will use Web or apps exclusively.
- Over 30% of visits to Facebook are Mobile, over 40% for twitter.
- In 2011 over 85 percent of new handsets will be able to access the mobile Web.
- Comscore (Febuary 2011) estimates that 80 percent of mobile subscribers in US and Western Europe have a phone that can access the mobile Web. 48 percent of US and 61 percent of W. Europeans have a handset with an HTML browser (this proportion is increasing fast), the rest have WAP browsers.
Learn more : Sources, ComScore.com , MobiThinking.com, CTIA.com, Gartner.com, Pewfoundation.com
Via Advertising Age 01.27.10 J. Spero
In 2009, the media buying community discovered mobile media works. Advertisers in a broad range of verticals shared results proving mobile is an effective medium for driving awareness, acquisition and purchase. “Is this the Year of Mobile?” can be retired. Media buyers are being asked — ‘What’s your mobile strategy for 2010?’
Many factors contributed to the development of the mobile ecosystem and the excitement we see. Dozens of companies, including the MMA and the IAB, worked to build the foundation of mobile media. It all came together in 2009 as mobile web usage exploded, with more than 61 million people in the US accessing it in December 2009, according to Nielsen. In 2010, agencies, advertisers and publishers will need a plan for mobile.
The top five things you need to know about buying mobile media in 2010:
1) Ask for data. Ask for help.
Mobile advertising is 3-4 years old and evolving rapidly. There’s valuable data for media buyers and mobile sellers can educate and assist you in gathering it no matter what your target audience. Ask sellers for case studies on mobile campaigns in your category and with your goals. There are a number of free reports with valuable market data to help with planning. These include Nielson Mobile, comScore, Flurry Pulse and AdMob Mobile Metrics.
2) Learn about (don’t worry about) different platforms.
The mobile Web is accessible from most phones, and you can run your campaigns across all platforms to target mobile Web users or on a specific platform. You can take advantage of rich-media formats designed specifically for smartphones and create a more robust version of your landing page for users on devices supporting a richer Web experience. You can also reach users as they engage with apps on a specific platform or promote your own app if you have one.
3) Talk to publishers and ad networks.
Prior to 2009, ad networks drove much of the innovation in the space with their focus on mobile. However in 2010, many publishers will have ad serving capabilities and mobile rate cards due to investments in 2009. Marketers now have more mobile media options than ever before.
4) Set your expectations for what mobile can and can’t do.
Focus on your needs and let your mobile seller explain the options available. Mobile promises powerful granularity based on location, need states, device capabilities and more for precise targeting — albeit on a limited scale in 2010. Sellers can provide data to target effectively and to ensure you don’t overcut your audience.
Rich media will grow significantly in 2010, but the solutions are limited compared to online. Web-based Flash is still not available on most phones. There are different rich media solutions for different platforms; some work on webkit browsers (Android, Research In Motion, Windows, Palm Pre) and some are vendor-specific solutions for iPhone apps.
You can use tools for tracking in mobile, but third party ad serving and campaign management functionality is limited. Site-tracking offerings will improve dramatically in 2010.
5) Drive traffic, track user interactions, repeat.
Jump in. Ask sellers what brands in your vertical are active in mobile and read case studies. Start with a basic call-to-action and drive users to a simple landing page with a few relevant means of engagement. Track what happens. Mobile user behavior may surprise you — you won’t believe their insatiable appetite for video content, for example — and use the learnings from one campaign to inform future mobile campaign strategies.
Review our free mobile marketing report http://blog.apollobravo.com/mobilemarketing/
A 5 minute pitch on social media – SocialnomicsRead More »
From Read Write Web : Mobile startup Aloqa launched earlier this week at the MobileBeat conference, revealing their innovative interface for location-aware search. Their new application proactively seeks out nearby businesses, services, events, and even Facebook friends and presents them to you in a colorful yet streamlined interface. The app essentially lists everything that’s nearby – with no need for you to perform map-based searches or launch a browser. Instead, all you have to do is look at your phone.
Mobile Search Should be “Push,” Not Pull
The concept behind Aloqa’s app offers a unique vision for mobile search that’s quite different from how most people use their phones today. Currently, if you’re looking for nearby restaurants, for example, you would first launch a mobile mapping application like Google Maps, let it locate you, and then perform a search for “restaurants.” Once the results loaded, you could tap on the various pushpins to see the info about restaurants nearby, including names, phone numbers, and addresses.
In Aloqa, however, that same search would be much simpler. In fact, it wouldn’t be a search at all. Instead, you would just tap on the icon for restaurants and immediately see a list of those nearby. When you see the one you want (oh look, there’s sushi!), a second tap will display a window where you can choose to go to the business’s web site, display the location on a map, call the business, or send the info to a friend.
This same sort of functionality can be used for anything from restaurants to retail stores to gas stations and ATMs. It can also help you find events that may spark your interest, like a nearby concert for instance.