Wed 11th of November, filed under Social Media
Deals are the key on Twitter
A new study has shed light on what motivates customers to follow corporate Twitter feeds.
Feed: The Razorfish Digital Brand Experience Report saw interactive marketing specialist Razorfish quiz 1,000 so-called 'connected consumers' – meaning those who have broadband access and spend a significant amount of time and money online. This demographic represents two thirds of the US population. And according to the poll, 44 per cent of consumers who follow Twitter accounts operated by companies said that access to good deals was the primary reason.
The report also examined the rising influence of the interactive marketplace. It found that some 64 per cent of consumers made their initial purchase after coming across the brand digitally via a website, microsite, email or mobile coupon. A further revelation was that 65 per cent said that a digital encounter had affected their opinion of the overall brand.
Brands must engage digitally
Garrick Schmitt, Razorfish group vice president of experience planning and editor of Feed, said: "Every interaction has the power to shift a consumer's affinity for a brand. For brands to be successful in retaining and creating customers, they need to shift their focus away from awareness and impressions and focus on creating experiences that move consumers to engage, purchase and spread the word."
Last month, digital marketing agency iCrossing warned that even big companies were failing to take advantage of social media opportunities. Its Connected Brands Index showed that the world's top ten brands scored an average rating of 2.11 out of ten for engagement. This metric took into consideration their online presence and their efforts on social media sites.
Posted by Richard Frost
