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consumers on what engagement really looks like

consumers on what engagement really looks like

consumers on what engagement really looks like 150 150 digital devotee

Do you and your customers have the same ideas about what it takes to make them care about your brand?

Marketers spend lots of money analyzing how their efforts in social media are getting paid of.  Did the fans like us?  Did they talk about us?  Are they really on the same page as their customers when thinking about what actions are significant to brand engagement and loyalty?

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.

Says the new report from Forbes Insights and Turn.  They also point out

Among the largest gaps in company-consumer perspectives is the disparity of viewpoints on a personal connection: 72% of marketing executives say that they have personally reached out to customers, but just 9% of consumers say that they feel engaged or invested in a brand because of such gestures. The personal connection has been a cornerstone of marketing strategy.

Download the Full Report >> The New Rules of Engagement: Measuring the Power of Social Currency

Is sharing an ad as important as you think it is?

ForbesInsights1

Looks like consumers value joining a loyalty program twice as much as marketers do!

Looks like consumers value joining a loyalty program twice as much as marketers do!

 

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Taura Edgar

I am a digital marketing professional based in Hong Kong since 1998. My experience spans digital marketing, social media, branding, PR, advertising, customer service, loyalty, and media. I have developed and led digital teams to grow brands and I have a keen interest in brand communications, digital strategy, customer service for social media and how those can work together with CRM to enhance customer experience / retention. I value long-term vision of enriching customer experience to extend loyalty above short-term fixes.

All stories by : Taura Edgar