Power and Associates shows how customers interact with brands through social channels and how these interactions influence their purchase intention: The study collects the response of more than 23,200 online consumers in the United States, who have interacted with a company through Social Media during the months of November and December 2012. The study aims to discover the relationship between the customer experience and their level of engagement in more than 100 important brands, from 6 different sectors: airlines, automotive, banking, credit cards, telecommunications and energy. This work is very useful to find out what companies need to know to integrate Social Media perfectly into their marketing strategy. As well as the relationship between the positive experience in social networks and the customer's purchase intention.
The research is divided into two areas, which involve two well-differentiated ways of connecting with the consumer, either through marketing actions through social networks or customer service on Social Media: Social MediaMarketing. This section includes all the ways of approaching the customer through social channels, in order to achieve notoriety, trust in the Canadian Hospitals Email List brand, or customer loyalty, as well as promotional actions and offers. Customer service 2.0. This specifically includes actions aimed at responding directly to the customer on Social Media, addressing their complaints, comments and claims. The data provided by JD Power and As. reflect notable differences depending on the age groups: Around 40% of customers over the age of 30 interact with the social marketing actions of brands; a practice that only 23% of those between 18 and 29 years old carry out.
For their part, 43% of customers between 18 and 29 years old demand attention from brands through Social Media, as well as 39% of those between 30 and 49 years old. However, only 18% of consumers over 50 use social networks to request this type of assistance. As can be seen, there are significant differences depending on the age of the target audience, which determines both the way in which the brand impacts each population segment, as well as their purchase intention, or the degree of engagement obtained in each channel. For this reason, companies have to know their audience and diversify their strategy, in order to offer different solutions, adapted to the target audience in each case. There is a correlation between the degree of customer satisfaction with the Social Media strategy and their positive perception of the company, which affects their purchase intention. Among the consumers with the highest degree of satisfaction, 87% indicated that their social interaction with the company had had a positive impact on them, which motivated them to buy products from that brand.