Online brands do not understand what their customers want
Understanding the impact of marketing is the key to investing wisely in social media. The CMO Council and eMarketer analyzed social networks and demonstrated the extent to which brands do not meet the expectations of their target audience.
The companies analyzed four quarters of 2015 and noted that 38% of brands focus on monetization metrics. Among them: are consumer profits, growth in total profits, as well an assessment of the life cycle of the buyer. 30% measure success using metrics such as conversion, likes, dissemination, traffic, and web analytics.
According to the report, 12% prefer sales figures (number of leads and downloads). Only 10% of companies evaluate their activities based on customer feedback. Instead, the study showed that good customer service influences the formation of a positive reputation – 89% of respondents believe so. 81% would like someone to answer their questions, and 57% would like to unsubscribe from the company’s public page if customer service is constantly poor.