Stop advertising and start branding part II

A fascinating insight into the social media and mobile shopping habits of consumers in the United States, United Kingdom, Australia and Singapore has just been released by SDL in the UK.

The survey size is a little small – 4,000 people in four countries – but the results unearth new data on how social media and mobile are influencing how consumers interact and build relations with brands.

Singapore participant breakdown

Singapore participant breakdown

Findings include:

33% of respondents from all four countries have acted on promotions seen on social media.

58% of respondents have shared positive experiences online and have sought advice from friends and family when talking about brands on social media.

U.K. respondents are more likely than respondents from the other four countries to complain about service on social.

When respondents express feedback, Facebook is the most popular platform to do this.

Showrooming (visiting a physical location to evaluate products and services even when you know you will buy online at another time) is increasingly prevalent as 77% of participants showroom.

Experiential branding key to branding success

Experiential branding key to branding success

62% of the participants use a mobile device when in stores to compare product prices.

69% of respondents from all four countries expect a brand’s online store, mobile app, and physical store to offer the same pricing, discounts and sales.

Pricing consistency is expected in all countries

Pricing consistency is expected in all countries

What can brands learn from this thought provoking survey?

They need to understand their relationship with consumers and what resonates with those consumers.

Brands that ensure parity in pricing and products across multiple channels will have to place greater emphasis on the customer experience and experiential branding if they want to win and retain business. Those that compete on price alone will soon be out of business.

Department stores and other retail outlets that represent multiple brands will have to work harder to engage consumers and ensure a positive brand experience otherwise they face the prospect of losing customers, possibly forever.

Mobiles are changing the way consumers research and learn about brands.

Brands that take the time to build relationships with core fans or brand evangelists will see their brands promoted to thousands of fans for minimal financial investment.

Those brands with digital brand strategies that go beyond tactical campaigns online are increasing sales through loyalty and advocacy.

Brands that try to control content and manage corporate driven messages and ignore consumers are unlikely to last very long in the consumer economy of today.

Telling the brand story online should be done across Facebook and other popular platforms with the ongoing development of corporate and consumer content.

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One thought on “Stop advertising and start branding part II

  1. Pingback: Digital consumption by consumers will determine the success or failure of your brand |

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