Did you know that while more than three-quarters (76 percent) of marketers feel that they know what their consumers want, only about one-third (34 percent) have actually asked?
This divide, coined as the perception gap by industry analyst Brian Solis, naturally presents a problem for brands looking to maximize user engagement and conversion rates on platforms such as Twitter and Facebook. For optimum results, marketers need to put their egos to one side and reach out directly to their audience – or suffer the consequences.
Last fall, research from the Pivot Conference, set to take place this year between October 15-16 in New York, revealed a clearer picture of the disconnect between what consumers want and what they actually receive from brands they follow within social channels.
What Consumers Want From Social Brands
- Deals and promotions (83 percent)
- Rewards programs (70 percent)
- Exclusive content (58 percent)
- Feedback on new products (55 percent)
What Marketers Think Consumers Want From Social Brands
- Insights for buying decisions (59 percent)
- Customer service (58 percent)
- Feedback on new products (53 percent)
- Deals and promotions (53 percent)
Given how many fans want deals and how relatively few marketers are likely to be offering them, at least consistently, there must be an awful lot of disappointed social media users out there.
Pivot Conference have underlined their findings with this infographic, which takes a closer look at the perception gap between social consumers and social marketers
(Source: Pivot Conference. Marketing image via Shutterstock.)
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