Brand Engagement is Not About Passion

As companies try to figure out how to use social media to their own ends, almost all of them say that their web sites and social media efforts are an attempt to engage their customers, usually in some way that shows a passion for the brand.  Not so fast. A recent study from Razorfish, which examined the digital habits and attitudes of “connected consumers” found that these consumers were not visiting a brand’s Facebook page to engage in some deep dialog about what the brand means to them, but to get exclusive deals.  And that’s where their engagement starts and stops. There is, however, a direct correlation between engagement and sales — 64% had made their first purchase from a company as a result of a digital interaction — such as through a Web site, microsite, mobile coupon or email. Nearly all (97%) said a digital brand experience had influenced whether they went on to buy a product or service from that marketer.  So yes, having a dialog is nice.  But getting a sale out of it is really the whole point.

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