Social Media Marketers Challenge: Brand Loyalty Is Fading Fast & What You Need To Dohttp://www.whiteglovesocialmedia.com/pinterest-consultant-shares-social-media-marketers-challenge-brand-loyalty-fading-fast-need/
Most marketers face the same challenge every day, that of creating great content to engage their target audience in; social media, community blogs, forums, company blogs and so forth.
However, these days it doesn’t seem to be enough that brands and businesses do all the talking and sharing. You need make your customers and influencers the center of attention. One of the goals every marketer today ought to have is getting their audience or even better their influencers and thought leaders share their content.
Consumers today are leveraging social media to discover and validate potential purchases. In fact they rely more on digital feedback from friends, family and influencers, and less on brand-generated messages according to Forrester.
According to their research some 70% percent of US online adults trust brand or product recommendations from friends and family and 46% trust consumer-written online reviews, while just 10% trust ads on websites and 9% trust text messages from companies or brands.
This is according to new Forrester data based on a survey of more than 58,000 respondents.
Another Forrester study shows that 32% of US online consumers trust a stranger’s opinion on forums and websites over branded advertisements.
According to Nielsen’s Latest Global Trust in Advertising Survey, 92% of respondents in 56 different countries said they trusted word-of-mouth recommendation from their friends and family above all other forms of communication. That’s up 17% since 2007.
Consumers are also increasingly likely to trust the voices of strangers over those of a corporation. Online consumer reviews are the second-most trusted form of communication (cited by 70% of consumers, up 15% since 2007).
What this means to us marketers is that we have to find proven, powerful ways to get our customers involved in creating our content.
By allowing them to share images it automatically increases engagement and builds a sense of community around the brand or business. If you’re a small business imagine getting free content and promotion through your customer’s social channels. It saves you hundreds or thousands of dollars or more in marketing expenses.
According to a recent report from Veritas Communications and Northstar, brand loyalty is slipping fast. Approximately 75% of people surveyed said that they had switched away from a favored brand in the past year.
Other research from Deloitte’s Pantry Study has found that brand loyalty has been on a steady decline for years. As a matter of fact 29% of consumers say they would not be loyal to a brand without its loyalty program. The risk for brands relying on points, discounts and rebates is that they only care about those discounts and not the brand.
Veritas’s research also showed that:
1) Endorsements of friends and family have a 2 x effect on decision making compared to any other source. What this means is that word of mouth is more powerful than ever before.
2) 25% were influenced by online communities such as chat rooms and review sites.
3) 19% found information on a company’s app or blog.
What this means is that brands need to make their customers and influencers the center of attention and provide content that matters to their audience. It’s about producing content that make people’s lives easier, better and faster. It’s about indirect selling vs. direct selling.
Social media will (is) shift marketing to become more customer outcome focused and less brand focused.
CLICK HERE to learn how 3 brands on Pinterest that have had success doing just that http://www.whiteglovesocialmedia.com/pinterest-consultant-shares-social-media-marketers-challenge-brand-loyalty-fading-fast-need/Over to you
Have you worked with key influencers or brand advocates to create your Pinterest content? If so what has been your experience?
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