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It looks like brands and consumers are not on the same page when it comes to social media. Brands are looking for their Sally Fields moment with consumers when it comes to their social media presence. Consumers, they just want the coupons. When asked what they do when they interact with companies/business/brands on social media sites, consumers responded that getting discounts or coupons and purchasing products and services were their top two activities. This is in stark contrast to what brands thought consumers wanted form them on their social media sites: Brand execs responded that they thought learning about new products and getting general information were the top two interests of consumers who visit brands’ social media pages and that discounts and purchases were the two activities that consumers were least interested in. It seems that brands are a little bit delusional or at least sweetly naïve when it comes to understanding what consumers want from them on social media sites. As IBM put it:
Businesses hoping to foster closer customer connections through social media conversations may be mistakenly projecting their own desires for intimacy onto customers’ motivations for interacting.
It seems that brands are like the clueless, dorky rich guy who thinks that his hot, younger girlfriend really loves him for him and not just the nice things he gives her. Sorry to break it to you, brands, but consumers want something in return for their likes — and not just a nice conversation.
Brands
Consumers
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How agencies adapt as bots evolve
Social media bots may represent just a sliver of an app's total users, but it turns out they may be generating more content than we were previously aware. The challenge is separating the good ones from the bad.
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Publishers feel the crunch of cookieless browsers like Apple’s Safari
Bid enrichment provides publishers the means of sprucing up their cookieless impressions to improve their value in advertisers’ eyes.
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Why Hearst is building a commerce marketplace
Publisher commerce marketplaces aren't always successful, but Hearst's Sheel Shah hopes his company's new marketplace will capitalize on the natural evolution of its readers' online shopping habits.
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Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
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‘Death by a thousand paper cuts’: Publishers fret over alternative ID overload hurting site performance
Publishers lack the data to know which IDs they can afford not to support and are worried a surplus of IDs can slow page-load speeds and lower sites' search rankings.
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Member ExclusiveMedia Buying Briefing: Separating agency progress from posturing around carbon reduction and sustainability
Could it be that the media world is finally taking concrete steps toward decarbonization — or will many of the efforts underway become the butt of a joke (or worse, the focus of an upcoming John Oliver segment)?
