Here at Marketing Mulligans, we're all about keepin' it real, regardless of whatever marketing subject we're riffing on. So here's an interesting take on why people REALLY follow brands online.
Obviously, most companies know by now that creating positive online brand experiences leads to loyal customers. And that usually leads to increased sales, greater brand recall and awareness, and other positive residual marketing effects, such as positive word of mouth and the sharing of promotions and discounts with friends, family, and colleagues.
So what are the reasons behind following a given brand online? How do customers perceive online experiences? What compels them to share certain information with others? New research from Column Five and Get Satisfaction has some answers:
- The top three reasons people follow brands on Facebook, Myspace and Twitter are: special offers and deals, they're already current customers, and the brand's interesting content.
- More than half (53.47%) of respondents follow two to five brands on Facebook.
- Almost all (97.09%) said an online experience has influenced them to buy — or not buy — a brand's product or service.
- Nearly half (45.88% percent) of all consumers have bought a product or service from a brand they follow on Twitter.
- Nearly three-quarters (70%) have participated in a brand-sponsored online contest or sweepstakes.
For more insights, check out the infographic below:
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