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