Content Marketing in B2B – does it work?
The SLD company conducted a research on 4000 people in different countries to recognize consumer habits related to mobile devices and social media. As a result, we find out that 69% of respondents expected that in both local and online store company will offer the same prices as well as discounts and promotions. It turned out that 62% of customers visiting local business uses mobile devices to compare prices in the store with those they can purchase online. One third of respondents admitted that mobile devices are also used to learn about selected Brand. As a result, we come to the specific conclusion: brand image on the Internet have a great importance in the marketing department, and the offers consistency at the local and online stores is a sign of loyalty and fair treatment by the producer for the consumers. In the present time of high competition on the market, it is worth to remember about it.
In addition to the main inference, there are several more conclusions which stands out. Firstly, a third of respondents use social media to familiarize themselves with promotional offers interested in Brand. Secondly, and very important, more than half of the respondents declared that before purchase they search for opinions and useful advice about both product and brand through the Internet and the closest ones like family and friends; the same group of respondents also admits that after purchase they feel a need to share their opinions about experience with others. There is another conclusion closely related to the previous one- people are more likely to complain than to praise. You don’t have to convince people to express their negative opinions among friend or in social media. It is much more difficult to create such a level of client satisfaction to make sure that they will pass on good world.
In the area of media, the most popular website which consumers read or post comments about Brands is Facebook. The results of SDL’s research suggest that company marketing should be focused on that’s is happening on the web.
The Brand have to face new challenge to know their consumers and their expectations in order to keep them satisfied. The Brand should maintain consistent image in the local stores and on the website. In times of common Internet content and information exchange even one unfavorable opinion can cause a chain reaction resulting in the loss of many potential customers.
Source: https://www.sdl.com/about/news-media/press/2015/new-global-research-from-sdl-reveals-insights-into-customer-experience-failures-from-the-past-decade.html