Consumers hear more than they listen

The last time you spoke to someone, especially a younger person, did it seem like they where hearing you but not exactly listening?  Don’t feel alone.  Today’s consumers are bombarded with thousands of messages a day and have become quite selective about what they actually “listen” to and truly comprehend and remember.

Just as important to marketers, is where elusive consumers choose to concentrate their activities and free time.  Data has shown that the Internet has caused a shift away from traditional channels in effectively connecting with consumers.  In fact, 3 out of 4 Americans use social technology* which has become the #1 activity on the web**.   Furthermore, social channels such as Facebook, and most recently Twitter, have dramatically changed social behavior that influences brands. Facebook has now surpassed Yahoo and Google as the world’s most visited site sending more traffic to news sites than Google.

How does this impact my business or organization?  Beyond the obvious of creating a connection with a brand’s audience, social media (Facebook in particular), offers a variety of opportunities to get your brand message communicated to specific audiences efficiently and effectively where they live.  More important are the integrated opportunities that social media provides:

  • Additional product information
  • Viral marketing strategies
  • Coupons, contests & sweepstakes and links to supporting web sites
  • Product sample opportunities
  • Feedback pools
  • Mobile phone apps, widgets and plug-ins
  • Calendar of sponsored events

At the end of the day Facebook Fans are 68% very likely to recommend a product and spend $71.84 more per year on the brand sites they follow†.

As you can see, it isn’t only what your customers hear, it’s where they hear it.

Were you listening or did you merely hear me?

*(Forrester, The Growth of Social Technology Adoption, 2008)

**(Neilson, Global Faces & Networked Places, 2009)

†(Syncapse “Value of the Facebook Fan”)