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BizReport : Social Marketing : December 13, 2011

CMOs aren't in tune with what consumers want from social media

A new study from the Chief Marketing Officer Council and social technology firm Lithium reveals what consumers really want from social media and how that stacks up against what chief marketing officers think they want.

by Helen Leggatt

CMO Council logo.jpgWhen the Chief Marketing Officer Council (CMO) and Lithium surveyed 1,300 consumers and 120 chief marketing officers about their expectations from social media the responses were very different.

Consumers expected their loyalty, whether it be via Twitter or Facebook or some other social environment, to result in exclusive offers (67%), access to competitions and games (65%), and interaction with other customers (60%).

Chief marketing officers, on the other hand, thought that social media was all about their followers and fans being heard (41%) or finding information and news about products.

Just a third (33%) of chief marketing officers had their heads in a similar space to consumers, acknowledging that rewards and incentives were both key to social media loyalty. Even less (27%) realize social media users are looking for savings or exclusive content and offers.

"There is a clear digital divide between marketers and what consumers expect from their brands," said Katy Keim, Lithium Chief Marketing Officer. "We are leaving the experimentation phase of social and these survey results clearly illustrate what consumers want. Brands who provide their social customers with engaging online experiences, meaningful interactions with one another, and rewards for doing so will clearly gain a decisive competitive advantage in 2012."

The CMOs study, "Variance in the Social Brand Experience" can be viewed online (requires registration).

Tags: brand marketing, online engagement, social marketing, social media, social network

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