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US

Hootsuite highlights social media significance across the customer journey…

Companies that are not investing in their social media strategies may risk losing touch with their customers and being outdone by competitors, a new Hootsuite survey has discovered.

Surveying 2,048 adults in the US and 1,029 adults in the UK, 48 per cent of Americans have interacted with companies or institutions on at least one of their social media accounts, and 41 per cent say it is important for companies they engage with to have a strong social media presence.

In regards to UK consumers, 40 per cent of agree it is either ‘somewhat’ or ‘very important’ for a company to have a significant social media presence, and more than one in three (34 per cent) would rather engage with a brand or company on social media than visit a physical location. 

Penny Wilson, chief marketing officer at Hootsuite, said: “This research underscores the pervasiveness of social media and the massive opportunities available for organisations that use social to engage with their customers. 

“Today, social plays a key role in determining and influencing customers’ attitudes, motivations and behaviours. Now, more than ever, there’s an opportunity to tap into social and connect with customers when, where and how they want, helping to maximise sales.”

US and UK respondents also find customer service via social media has made it easier to get questions and concerns resolved, with 59 per cent in the US and 56 per cent in the UK, respectively.

Read Hootsuite’s 8 Social Media Tips for the Retail Industry here 

Brits’ high smartphone use leads to infinite marketing opportunities…

A new Verto Analytics survey – which studied the differences in smartphone usage between UK and US consumers – found Brit marketers to have a more onerous job compared to their US counterparts, after revealing 81 per cent of Brits use a smartphone, compared to the US at 68 per cent.

The findings, which were collected via the organisation’s ‘single-source audience measurement solution’, acknowledge the mass opportunities for UK marketers to take full advantage of the medium and its growing popularity.

Additionally, social media apps were found to be the most popular component of the platform; with every UK consumer using at least one and spending an approximate two hours per day.

CEO of Verto Analytics, Dr. Hannu Verkasalo, said: “We are delighted to provide the UK market with a way to better quantify and measure consumer behaviours and usage patterns. For example, knowing how one consumer uses multiple apps or websites, across several devices, in one day is helping companies make more informed decisions around marketing, advertising, and product development.”

Read more on the survey here

Are Brits over-critical of online advertising?

A recent study published by the digital marketing software provider, Adobe, has indicated that UK consumers are among the most critical when it comes to online advertising, Marketing Week reports.

It found that 27 per cent of UK-based consumers believe, within the last three years, digital ads have ‘got worse’, ahead of France (22 per cent); the US (20 per cent); and Germany (18 per cent).

Product marketing manager at Adobe, Julia Soffa, commented on how ‘cultural reasons’ could be down to the UK’s criticism of online ads: “The volume of advertising and opportunities to be targeted by a brand are higher in the UK than the US. People in the UK see more ads and there are more touchpoints so they are more likely to be critical. Generally Europeans are more sensitive than Americans to being bombarded by advertising.”

Furthermore, 54 per cent of UK consumers describe online advertising as ‘ineffective’, compared to Germany (52 per cent); France (51 per cent); and the US (43 per cent).

 

Read more on the research here