> IN BRIEF
Women most loyal to brands – survey
Women have been found to be more loyal to brands than men in a recent sur- vey carried out in the UK by The Logic Group and Ipsos MORI. In the survey of more than 2,000 con- sumers, 67pc of women said they are members of at least one loyalty scheme, compared with 57pc of men. Women were also found to be significantly more likely than men to say they are loyal to the following organisations or places: supermarkets (68pc versus 59pc of men); department stores (32pc versus 21pc of men); clothes shops (36pc versus 24pc of men); and restaurants/coffee shops (35pc versus 30pc of men). Women are more likely than men to agree with the following statements: since the recession started, loyalty schemes have had more influence on what I’ve chosen to spend money on (19pc versus 15pc of men); since the recession started, I have taken advantage more of the benefits provided by loyalty schemes (20pc versus 15pc of men); I trust companies who run loyalty schemes to keep my personal information safe (51pc versus 44pc of men).
“When it comes to brand loyalty men and women clearly have very different drivers and motivations,” said Anamaria Chiuzan (pictured), customer insight and loyalty specialist for The Logic Group. “The challenge for brands is to capture these differences in their loyalty messages and programmes, ensuring that they offer the right deals and messages at an individual level.”
BRAND ENGAGEMENT IN SOCIAL MEDIA NOW SIGNIFICANT – IAB
New research in the UK reveals that internet users are more likely to follow brands than celebrities on social networking sites like Twitter and Facebook. In the study of 1,000 internet users, carried out by the
Internet Advertising Bureau (IAB), research company Opinion Matters and social media agency RMM, most (55.9pc) said they use social networking sites to view their friends’ photos, while over a third (34.8pc) use them to make social plans or find out about events. A fifth of respondents (20.3pc) said they like or follow brands on social networks. Just 13.4pc said they like or follow celebrities on these sites. The IAB said the results show that brand engagement with- in social media is significant but not fully mainstream, with just 12.7pc of people giving organisations feedback on social net- works, and only 11.2pc using these sites to watch branded content such as TV commercials. However, the results also show that not all brands are
responding to complaints via social networking sites. While 7.7pc people had complained about a brand on a social net- work or forum, less than 40pc of these people had received a prompt response. Of those who had been contacted by the brand, 77.8pc were impressed with their reply. “This survey uncovers the fact that whilst complaining about brands via social media isn’t yet a mainstream activity, around 60pc of these comments were left unanswered,” said Amy Kean, head of the IAB social media council. “As consumers become more acquainted with using social networks to try and get in touch with brands directly, it’s important that busi- nesses are at least aware of the negative conversations that take place. Even though responding to each and every com- plaint is not always relevant, being armed with this information could prove invaluable to feed into the overall communications strategy.”
SURVEY REVEALS REVENUE INCREASE FOR ETAILERS
Small and medium-sized businesses that sell products online have increased their sales during the third quarter in comparison to last year’s figures, a recent survey suggests. The UK survey, conducted by Actinic, highlighted an 18pc
increase in revenue in the three months to 30 September 2010 when compared to 2009, but it found that etailers have to work hard in a challenging and competitive environment. The results of this survey precede the all-important Christmas period, when the majority of etailers hope to increase their sales.
16 Marketing Age Volume 4 Issue 4 2010 Nick Kington, managing director at Actinic, said: “These growth
figures indicate that online sellers in the SME sector are faring well against poor high street sales. “With consumer confidence decreasing in September, as
reported by the Nationwide Building Society, it is very encourag- ing to see e-retailers are still reporting double-digit year-on-year growth. On the run up to Christmas, online merchants are looking well placed to capitalise from consumers shopping around to get the best deals.”
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76