No matter how upsetting it may be for the modern day marketer, businesses are wasting time and money trying to reach people online without realising that many resent big brands invading their social networks ? according to findings from a global study launched by TNS, a Kantar company and part of WPP.
The findings were revealed by TNS?s Digital Life study, a comprehensive view of how more than 72,000 consumers in 60 countries behave online and why they do what they do. As part of the Indian leg of the study, 2000 people living in urban areas were interviewed. The race online has seen businesses across the world and in India develop profiles on social networks, such as Facebook or YouTube, to speak to customers quickly and cheaply ?but TNS?s research reveals that if these efforts are not carefully targeted, they are wasted on half (49%) of Indian consumers online.
It was found that 57% of people in developed markets do not want to engage with brands via social media ? rising to 60% in the US and 61% in the UK. In fact, misguided digital strategies are generating a lot of digital waste, from friendless Facebook accounts to blogs no one reads. This is being combined with ever-increasing content produced by consumers ? the study shows 47% of global digital consumers now comment about brands online. It is as high as 63% in case of Indian consumers. The result is a lot of noise on the social network without any results.
?Winning and keeping customers is harder than ever,? said Matthew Froggatt, chief development officer, TNS. ?The online world undoubtedly presents massive opportunities for brands, however it is only through deploying precisely tailored marketing strategies that they will be able to realise this potential. Choosing the wrong channel, or simply adding to the cacophony of online noise, risks alienating potential customers and impacting business growth,? he adds.
TNS?s Digital Life study asked consumers around the world whether they actually want to engage with brands on social networking websites ? either to find out more or to make a purchase. Although 54% of people around the world and 60% of Indians admit social networks are a good place to learn about products, the study hows brands must harness digital more carefully if they are to use it to their advantage and deepen relationships with customers and prospects. TNS?s Digital Life study also sheds light on why people engage with brands online. In India, 45% of those motivated to post comments on companies do so for the simple desire to impart advice. Globally more people like to praise than complain online (13% vs 10%), which is a similar trend in India as well (12% vs 11%).
However, motivations of online commentators can be self-serving. Around 63% of Indian consumers are driven to engage with brands online by a promotion or special offer. Some of the most eager online consumers are found in India, where 59% see social networks as a good place to buy products from brands. Asian consumers lead in the adoption of group buying and purchases via mobile. Almost half (46%) of digital consumers in China and 15% of Indian consumers already use group buying tools?in stark contrast to Europe where adoption rates are as low as 6% in Sweden and Finland.