Various recent studies have indicated that people most of all want coupons and rebates from brands online. Obviously this doesn't mean that relevant information and other forms of content are not important.
A recent report even indicated that the most important reason why people start following brands on social media are also promotions and discounts. Whatever takes place afterwards is more an issue of relevant content and interaction.
The latest in the growing list of companies researching the online needs is marketing magazine "Ad Age", which worked together with Ipsos Observer and went looking for the "digital media habits" of the online population. They questioned about 1000 consumers.
The study also looked at the importance of various online platforms in the 'digital lifestyle. Keeping in mind the American reality, which varies from that of other countries, the respondents indicated that they preferred receiving messages from marketers via Facebook (41%). Twitter scored second place (18%), MySpace third (17%), 'other' came in fourth (13%), 11% answered LinkedIn, 7% actually answered Foursquare and 6% Gowalla. The percentages should be taken with a grain of salt if you consider that 48% answered 'none'.
Customer service is king
Much more interesting is what the consumer desires from brands online. And besides coupons, improved customer service ranks very high. An overview:
- First on the list we have coupons with 65% of the respondents
- Second on the list is a better customer service at 42%
- The third place was taken by games and other forms of 'entertainment' (28%)
- Company news ended up with fourth place at 22%.
- Provide interesting promotions and discounts for your target groups. Make these relevant and therefore as personalized as possible.
- If you don't provide customer service and have an excellent service, all the rest is senseless.
- Be where your customers are, listen to them and offer what the seek in a personalized and cross-channel way, depending on their preferences.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.