Consumers do not end up believing what brands say in social media. The latest survey, published by Forrester Research, reflects the low confidence that customers place in all the actions they receive on a daily basis through social networks:
The push techniques, of eminent commercial character, aimed at achieving an immediate conversion by the customers are those that arouse greater suspicion on the part of the consumers. Only 10% of respondents fully rely on advertising sms, display ads or advertising in mobile applications.
Of all actions of content in online marketing, publications in social networks are the least appreciated by customers, while quality articles, collected in media of contrasted quality, are the most valued:
Only 15% of customers value in particular the content that brands publish in their social profiles. The mailing, on the other hand, registered a slightly higher index (18%).
Search engines remain an important source of information , which has a positive impact on brands. Approximately 1 in 4 respondents takes into account the sponsored ads that accompany search results. In the case of SEO, this percentage increases considerably. 43% value companies that appear to be well-placed.
The company’s website is the most valued content of its own , above that published in social networks, or sent via e-mail. A third of consumers positively appreciate the information about the company and its products, which appears on its corporate website.
These results come as no surprise given that other studies such as Gartner show similar results, although it is somewhat disappointing to see that the efforts of brands in social networks are far from achieving the expected results.
Better acceptance has the referential content, generated both by the clients themselves, as well as by media professionals or sources of influence:
Fifty-five percent of respondents said they relied on the opinions posted on independent blogs and media. This type of content is considered as “unbiased” and supposes a source of quality external information.
About half of American consumers (46%) and 38% of Europeans take into account the opinions of other consumers. This figure increases considerably if these recommendations come from family or friends, rising to 70% (61% in the case of Europe). Undoubtedly, the best source of information is offered by our peers, especially if we know them personally.
Of the survey, the Technographics Online Benchmark Survey, conducted on a sample of approximately 58,000 American consumers, and more than 15,000 Europeans, it should be noted that, in general, European citizens still rely less on what brands say. In all the sections included in the study, the percentage recorded was slightly lower than that of its counterparts in North America. This difference is noticeable, especially in the case of the reviews, where only one-third of consumers in Europe gave it credibility, compared to 55% of Americans.