The American consumer spends an overwhelming amount of time online. Most companies today need targeted campaigns ‘pulling in’ the appropriate individuals that are looking for information at any given point and time. It is just as important to ‘pull’ your targeted audiences in with rich content as it is to ‘push’ content out via releases, white papers, and case studies (download our free Push/Pull Marketing Program white paper).
Insights gleaned from a past MENG (Marketing Executives Networking Group) webinar given by Maura Mitchell at Brandology are right on target with our own recommendations.
The Digital American 2013
There is a large gulf between how consumers want to interact with brands and how brands want to interact with consumers on social media. Only seventeen percent of consumers look for daily updates from the brands they follow, according to a study performed by SocialVibe. The SocialVibe study also found that thirty-seven percent of consumers who build online social connections with brands also terminate them by un-liking, un-following etc. Be careful to avoid bombarding fans with hourly updates on brand activity which can overwhelm and/or anger them.
Emerging trends for the modern and digital American consumer include:
Online Radio A social medium perhaps being overlooked by marketers/PR professionals is the medium of online radio.
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T-Commerce Tablets are widely popular with the American consumer and individuals are using tablets more than smartphones for purchasing purposes (because of the graphics, larger screens, easy navigation and size).
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TV American’s participation in social TV is skyrocketing, and many consumers now own multiple gadgets where they can access TV.
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Amazon has become the shopping search engine for consumers.
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There are downsides to being online, according to consumers:
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Online customer service Navigate the waters of social media with due diligence and make sure to respond to dissatisfied customers. Left unanswered or ignored, they will take their business to a competitor.
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Main reasons for un-friending/un-following brands:
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Scott Public Relations hopes this overview of the digital American consumer has been helpful – as PR professionals, we are constantly learning about social media, technology and Internet trends in order to develop effective marketing campaigns for our clients.
What do you see as the biggest trends in 2013 for the American online consumer? Let us know in the comment section below!
If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.
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It makes perfect sense!! You have to work out the brain to keep it storng and healthy! Brain fitness is just as important as cardio fitness!! It is recommended to engage in a or brain teaser at least once a day!