Shoppers prefer social to share feedback

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 29, 2021, 2:34 AM UTC

Sprout Social’s recent “Index Report” revealed that nine out of 10 consumers would purchase from brands they follow on social.

A gap exists between consumers’ expectations of brands on social media and how marketers prioritise channels, according to the survey.  More than 70% of customers, including three-quarters of Gen X, Gen Z, and millennials, have increased social media usage in the last year.

Also, more than half of baby boomers are spending more time on social. Strong customer service is the top trait that makes a brand “best-in-class” on social, among consumers. 31% of consumers prefer using social to provide feedback, and 33% use it to flag customer support issues or queries.

But, customer service trails engagement, content, and transparency for marketers on social media. 88% of marketers believe that their social strategy has a favourable impact on their ROI.

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