Ecommerce and RetailEmerging TechnologyMobile and Tablet MarketingSocial Media Marketing

What do Consumers Think About the New Media Landscape?

There’s an interesting quandry when asking for feedback via a survey versus collecting actual behavior. If you ask any consumer if they like advertising, a select few may jump up and down about how they can’t wait for the next ad to popup on Facebook or the next commercial during their favorite television show. I’ve never actually met that person…

The reality, of course, is that companies advertise because it works. It’s an investment. Sometimes the investment is long-term in brand awareness and reach where a direct return on investment isn’t expected. Other times, it’s a strong campaign… perhaps a discount… which should drive immediate response. While consumers say they don’t like advertising, and may avoid advertising, they still react when the advertising is relevant to their interests or demands.

That’s just a word of caution when analyzing survey response. The results of this survey from Acquity group does a great job of comparing consumer reaction on new media channels compared to traditional channels. Facebook, for instance, is nearing the authority of newspaper advertising. However, TV and Print still own the market for driving new customers with branded content.

I’ve always said that consumers don’t go to Facebook to make their next purchase, so I don’t doubt that there’s not much appreciation for sponsored content there – although discounts may be effective. In other words… consumers really don’t care about entering a personal relationship with your brand – just give them a deal if they do.

Acquity Group, part of Accenture Interactive, surveyed 2,000 U.S. consumers on their expectations for brand engagement in a changing commerce landscape. They examined their habits and preferences surrounding digital engagement, shopping and services to discover trends that will impact brands in 2015 and beyond.

The opportunities, in my opinion, are leveraging your customers’ demand relevance and response. If consumers see that engaging with a brand will get them what they want and when they want it, they’ll sign up!

Download the full report – Acquity Group, 2015 Next Generation of Commerce Study.


Douglas Karr

Douglas Karr is the founder of the Martech Zone and recognized expert on digital transformation. Doug is a Keynote and Marketing Public Speaker. He's the VP and cofounder of Highbridge, a firm specializing in assisting enterprise companies to digitally transform and maximize their technology investment utilizing Salesforce technologies. He's developed digital marketing and product strategies for Dell Technologies, GoDaddy, Salesforce, Webtrends, and SmartFOCUS. Douglas is also the author of Corporate Blogging for Dummies and co-author of The Better Business Book.

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    1. I’m not a huge fan of discounting, Paul. I feel like you get the wrong customers onboard and you devalue your product or service. But surveys continuously say that people follow brands on social media because they are expecting deals, discounts or coupons.

    1. That’s a fascinating question and has multiple dimensions to it. I’m always hesitant to claim “top” because it’s relevant to the needs of the business and how they’re effectively communicating to their prospects. For new media:

      • I think there are some amazing changes coming with video so I would open with Blab. The ability to have this open video conferencing with audience participation is unique and very fulfilling experience.
      • Snapchat would probably be next. Because of the temporary aspect of the updates, it’s getting businesses and people to be more transparent. They feel safer.
      • Sysomo Gaze is a great advancement in social media monitoring that allows companies to listen for their brands being displayed in video and images rather than mentioned in text.
      • Optimove is a company that uses machine learning to predict and present optimal user experiences to advance visitors down the conversion funnel.
      • Apple has to get a mention… not just because I’m a fanboy, but the Apple Watch is an advancement in wearable technologies that’s promising.

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