News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Skeptical consumers seek out brand, product realities
Are today's consumers more skeptical of marketing communications? There's a growing trend for digging up as much information on a brand or product as possible from multiple sources; information that could make or break a sale or relationship.
More than half (56%) of Americans are actively seeking out as much information as they can about brands, or products, with whom they intend to engage or have already engaged. Dubbed "Seekers", their numbers are growing, according to research (.pdf) by Harris Interactive, up from 50% in 2012.
Their counterparts, "Bystanders", have dropped in number from 49% in 2012 to 44% today.
While marketing communications and campaigns provide information and benefits of a brand, consumers are looking to find out whether those claims are panning out, and to discover more about how a company conducts itself.
Seekers are also keen to influence others with their findings. Nearly half (47%) have tried to influence friends' and family's opinions of a company after learning details of how a company conducts itself, compared with just 25% of Bystanders. They are also more likely to share their findings via social media - 40% versus 26% of Bystanders.
If a Seeker finds something they don't like, they act on it. Sixty-one percent of Seekers decided not to do business with a company after finding out something about the way it conducted itself.
The study highlights the importance of a good online reputation, be it for sales support or customer service. Social and mobile enables word-of-mouth to spread beyond family and friend circles and the information being passed around is increasingly influencing consumer behavior.
It is important companies maintain visibility within channels being used for research consumers, and pro-actively manage negative or potentially damaging situations. The knock-on effect is that this pro-active approach by companies, in itself, will become a positive finding for Seekers.
- Brits have financial concerns in the run up to Christmas
- Top 3 tips to create a solid cross-device strategy
- Ad Roundup: Mobile video and retargeting solutions
- Forecast: 27% of holiday buys could be 'lost' to abandoned carts
- Multitasking activity during TV viewing has little to do with the show being watched
- 65% of shoppers still rely on visits to physical stores during online shopping journey
- Internet ad revenues hit landmark high in first half of 2014
- Report: Product placements can recoup commercial losses
Featured White Papers
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...