More pandemic research confirms that online touches – and social media in particular – are important tools for connecting and engaging customers. Salesforce surveyed over 3,500 consumers worldwide to learn how consumers engage with brands. Social media emerges as the most influential channel for communicating with consumers.
Social media was found to be the the most interesting and most noticed channel across all demographics when asked to compare social, television and email. 54% of consumers say they notice brand content on social media always or frequently — a higher figure than any other channel.
The survey findings highlight three trends.
Consumers value organizational models and use of technology that provide differentiated, digital-first customer engagement.
Customers value personalized, empathetic engagement and expect messages that resonate with their individual needs.
Metrics like customer satisfaction and digital engagement can be used to optimize online outreach.
Advice for Brands
The results also offered some advice for brands.
59% of consumers believe the frequency of messages should be decreased
58% say the variety of messages should increase
73% want messages to focus on products rather than brand messages