Tue Nov, 2011 by Derek Mehraban
New data about the UK digital agency is helpful for digital marketing agencies in the US. While the numbers of the latest TNS Digital Life report are about the UK they should translate similarly over here. The data found that 61% of consumers do not want to engage with brands online. Most of the engagement is done in an effort to qualify for discounts or offers. That reason explains most of the engagement brands have with digital customers.
The difference is the impetus of the engagement. 47% of people do comment about brands online, but that engagement will happen whether or not the brand pushes for it. What is needed then is not a specific message being pushed by brands but instead brands facilitating engagement and then tracking that content to provide what customers want.
The data, however, does not show if a pushed message (such as “Tweet this message to qualify for X’) is seen as less sincere and hence more distrusted than a more organic message by a user. The other problem with content created or being pushed by the brand is noise. There is now so much noise on the internet that all of it is possibly becoming less effective. Curation is important.
This latest data helps the digital agency by showing where in the content chain the agency ought to be. Controlling the message is obviously difficult and important, but some control needs to be relinquished in an effort for maximizing the effectiveness of online discussions.