Social Media Marketing has become an integral part of any business marketing budget and companies are aggressively adopting techniques to lure social consumers. Social Marketers ‘claim’ to control the nerve of Social Consumers and trying to feed them without actually drilling down their exact requirements and knowing the challenges.
A latest infographic meant to address “A Perception Gap” between social consumers and social marketers highlights many astounding gaps which are the main cause behind the ‘limping growth’ of social media in many countries. The infographic highlights that almost 40% of social marketers are not bothered (or are over-confident) about knowing their consumers’ behavior and needs. The most important outcome is the consumers and marketers’ expectations from social media marketing activities; while the main reason behind a consumer’s social engagement with brand is to avail maximum discount coupons/offers and goodies, social marketers keep feeding them with figures, facts, benefits and lots of insights, instead – which actually help consumers very little.
The infographic highlights many more uncovered perceptions about demand and delivery gap:
- Only 34% of social marketers ever try to ask what social consumers actually want.
- 8 out of every 10 social consumers stay connected with brand for deals and promos. However, 59% of social marketers’ perception is that, engagement stays for learning more about product to empower buying decision.
- While 82.5% social marketers feel that Twitter Mobile App usage is the highest, 69% social consumers prefer to use app for coupons – highest among all mobile app usage.