New statistics released by the government this week suggest that consumers do not always trust retail online marketing campaigns that are posted on social media sites Facebook and Twitter. What does this mean for your online marketing campaign?
It may see a strange thing, given how successful online marketing has proven on Facebook and Twitter in the past, however it really is something we need to consider. In this case the numbers really do speak for themselves.
Government backed polling service YouGov conducted a survey on public use of social media and the results were certainly telling. The survey put questions to 1,096 UK adult about various types of social media use and the results proved that they aren’t that popular when used to promote retail purposes.
The survey found that 42% of those questioned said that social media sites including Facebook and Twitter should be used only for social purposes, not as part of retail online marketing campaigns. Think about this; likely almost half of your target audience doesn’t like it when you target them on Facebook and Twitter.
Furthermore the survey found that 57% of those in the lucrative 16-24 age bracket, the one you most need to make an online marketing campaign work, don’t like sites like Facebook and Twitter to be linked to their purchasing history. Also 61%, almost two thirds like their social media activity and online shopping to stay separated.
The numbers really don’t lie; a large number of your consumers don’t like it when social media is used for retail purposes. However these numbers ignore a very real truth that effects online marketing every single day.
This fact is that people don’t really like marketing that much. Whilst it’s true that if an advert is crafted creatively enough it will capture the imagination; by and large people don’t like advertising. It’s one of the nation’s favourite things to moan about.
So these figures remind us at EBS Marketing, as well as the larger marketing community, that ad campaigns need to engage their audience. People are automatically prejudiced against online marketing, as they are with all marketing, so it’s an uphill fight. This inspires people to make sure that the audience stands up and listens to them.
In marketing the battle has always been about getting people to listen; these figures simply remind us of that. Make sure that when you’re crafting an online marketing campaign you remember it’s about engaging your audience.