Social Media Marketing Can Get Out of Sync with Consumers

December 3, 2021 8:24 pm0 commentsViews:
Marketers’ excitement over new social media channels is understandable;
these platforms have fundamentally changed the way that companies and
their customers interact. But a September poll of adult internet users
and marketing decision-makers in the US, the UK, France, Germany and
Australia conducted by Pitney Bowes Software found that marketers need
to be careful to make sure they are not overcommitting to social
channels, and, moreover, that their actions on social media are aligned
with consumer preferences.

The survey found stark disparities in
the concentration of consumers on certain social media networks,
compared to the percentage of marketers on those channels. Those making
marketing decisions in the five countries in which the poll was
conducted have responded to the heavy adoption of Facebook. But in many
other cases, the number of marketers on a given platform outpaced the
potential customers there.

On Twitter, for instance, 57% of
marketers reported using the site compared with 31% of consumers, and
51% of marketers had a presence on Google+ despite the fact that only
21% of consumers used it. Meanwhile, 53% of consumers were on YouTube,
but only 41% of marketers had established a presence there.

comparing between networks, while internet users were more likely to be
found on YouTube over Twitter, marketers were more heavily present on
the microblog network vs. the digital video channel.

Adding to
the need for marketers to approach social maketing somewhat cautiously,
consumers have displayed time and again an indifference to—or at worst,
annoyance at—marketing messages pushed at them on social media, instead
preferring to use such platforms to engage in more conversational
interactions. And it should come as no surprise that consumers were
predisposed to marketing messages from brands and companies that they
had already chosen to “follow” or “like.”

The annoyance rate of
consumers who saw ads from brands they followed was 11%, but jumped to
24% for those confronted with social media marketing messages from
brands they didn’t follow, showing that tolerance for unsolicited
messages was noticeably lower.

With the advent of content
marketing, brands also need to be careful about confusing customers when
employing Facebook Sponsored Stories and Promoted Tweets. An October
survey of US internet users by social and mobile advertising solutions
provider MediaBrix found that 57% of those who had seen a Sponsored
Story thought it appeared as content in a misleading way, while 45%
thought the same about Promoted Tweets.

Even worse, MediaBrix
found that 72% of those who felt they had been duped by a Sponsored
Story either felt the same way or worse about the brand afterwards; 62%
of those feeling mislead by a Promoted Tweet said the same.

Source: eMarketer

Leave a Reply