People Want To Get Personal With Brands -- When A "Like" Is Make Or Break For
A Brand's Bottom Line
JWT/OgilvyAction and EXPO partner in research study on the importance of
CHICAGO, Jan. 16, 2013
CHICAGO, Jan. 16, 2013 /PRNewswire/ --JWT/OgilvyAction, an industry leader in
full-spectrum shopper and retail marketing services, and EXPO, the first
consumer network focused on creating and distributing high impact
user-generated product video, recently partnered to uncover how consumer
engagement with brands online can impact overall consumer behavior.
A quantitative study was conducted across the United States via an online
survey, with initial findings supported by three separate focus group
interviews with consumers from across the country.
The initial findings from the study have shown that 80% of shoppers are
digitally engaged with brands in some way. However, some consumers, termed
'Brand Connected Consumers' (BCCs), are more connected than others, and can
have a great impact on the public opinion and the potential sales of a brand.
BCCs are more digitally engaged with brands and represent about one in four
consumers. This group is defined by specific online activities that they
perform at least once a week including looking for information such as
messages, videos or pictures about brands and posting messages about or
directly to brands on blogs or websites, and social networks.
"The BCC is truly a 'brand journalist' in the online space," said Jessica
Thorpe, Vice President of Marketing at EXPO. "Their ability to share helpful,
and often positive, information about a product or service to thousands of
peers not only qualifies them as a brand advocate, but also demonstrates the
extent of their influence."
"In a landscape of channel blurring and intense competition, the shopping
experience can serve as a great point of differentiation for retailers and CPG
brands," said Bridget Durica, Manager, Insights & Research, JWT/OgilvyAction.
"BCCs are using social media outlets as the new customer service center,
voicing their thoughts – good or bad – in a very visible and public way. We
see this as another opportunity to extend that experience into the pre- and
post-shopping space, to engage at key points throughout the shopper journey."
Previous research has concluded that 129 million Americans or 91% of online
adults today, use social media. Brands are quickly learning that consumers'
brand interactions can impact buyer behavior.
The BCC study also concluded the following:
oWhen BCCs are satisfied with their digital interaction with a brand, they
are significantly more likely to recommend the brand's products or
services, with four in ten reporting purchasing more of the brand's
products or services.
oAlthough the majority of posts are positive, when BCCs do post a negative
comment, it goes unanswered by brands more than half (56%) of the time.
Seven in ten shoppers report that they stop buying the brand in these
oAcross a variety of categories, BCCs are most likely to seek and post info
to/about retailers and Consumer Packaged Goods brands.
"A brand's silence in the social space – specifically the lack of
acknowledgement – can be detrimental to future sales success," said Ken
Madden, Executive Vice President, Head of Digital, OgilvyAction North America.
"In the social space, brands have an opportunity to build rich relationships
with consumers and shoppers. But that comes with certain expectations of
engagement. Brands need to put improving online consumer interaction through
give-and-take conversation high on their list of marketing New Year's
JWT/OgilvyAction was formed in 2010 to bring together the expertise of JWT's
shopper marketing company Malone Advertising, with OgilvyAction's experiential
marketing capability to form the industry's leading fully-integrated,
end-to-end shopper marketing and activation agency. Part of WPP Group,
JWT/OgilvyAction gives clients access to the complete range of shopper and
retail marketing services. From strategic planning for shopper, local and
direct marketing, to customized media plans for national and local markets,
the agency is focused on solutions that build brands and connect with
shoppers. For more information, visit our website at www.jwtaction.com.
EXPO (www.expotv.com) is the first consumer network focused on creating and
distributing high impact product video to drive engagement and conversion. The
company's end-to-end solution captures, manages and publishes persuasive
consumer video for leading manufacturers and retailers. Through EXPO's
platform, clients can harness their own brand enthusiasts and fans or rely on
EXPO's community of consumers to produce authentic video content, such as
product reviews, how-tos, demonstrations, recipes and other topics relevant to
a client's brand. EXPO guarantees the content's quality and timeliness,
allowing brands and agencies to use the video to support campaign messages,
communicate new product benefits, capture video SEO, or simply spark
engagement on social platforms. Clients can leverage EXPO's proprietary
distribution network to ensure the videos are placed on product pages of top
retailers, social networks, and across all owned and mobile destinations.
Contact: Lauren Smith, +1-212-484-0314, firstname.lastname@example.org
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