Brand loyalty in social networks counts more than offers and discounts
Offers, discounts, exclusive content … Yes, of course, they are magnificent, but they are not as important to social consumers as the loyalty they have to certain brands.
In the fourth quarter of 2012, 60.7% of mobile device users recognized Twitter as a natural form of support, compared to 51.9% who were still looking for offers or promotions, according to Revealed mobile video technology company Rhythm NewMedia in one study.
Similarly, 51.1% of mobile users said to follow brands on Twitter to receive updates and exclusive content. On Facebook, we also saw 57.6% of the mobile consumers who recognized “I like” certain brands, as a sign of their sympathy or preference, while 55.9% did it looking for offers or discounts, and only 39.8% % To search for content.
But can brands build the loyalty of their consumers by simply offering offers, original content and other incentives? The answer is yes or no, according to Ujjal Kohli, CEO of Rhythm NewMedia. “There’s no question that you can strengthen loyalty to a brand by using mobile advertising videos, which provides an interesting and useful starting point to boost customer engagement with the brand.”
Regardless of how brands promote it, mobile engagement is on the rise. In the fourth quarter of 2012, 74% of users accessed Facebook, and 63% to Twitter, several times a day through their smartphones and tablets. Rhythm reports that 68% of mobile users indicate on Facebook a “I like” their relationship with brands, whether these products, stores, services, etc., while 56% follow the brands by Twitter.
As a result, 24% of the companies are being active in social networks through mobile campaigns, representing a 430% increase over the previous year, according to Rhythm.
In 2012, Rhythm oversaw mobile video advertising campaigns for more than 200 brands, including Disney, Samsung, McDonald’s and General Motors.