The traditional shopping list, made with paper and pencil and held in the door of the refrigerator with a tomato-shaped magnet has given the witness to the touch screens. 59% of consumers access the supermarket website through their tablet, and a not inconsiderable 31% do so through their mobile. Brands use social media to influence the buying behavior of their customers, offering special discounts to brand followers, through QR codes, creating corporate applications and through online advertising.
Digital content for mobile devices influences 25% of purchases. The sectors where it is most effective are those related to non-alcoholic beverages and baby care products; followed by beauty and personal care brands. The penetration of price comparison applications doubled in 2011
In the first instance, 56% of users expect the company to have a website adapted to mobile phones; approximately half of them would like to receive personalized offers based on their geographical location. Nowadays, any self-respecting brand must have a perfectly optimized website for pocket devices, the SOLOMO era has been stomping, and will wipe out those brands that have not been loaded onto the car.
Specifically, 78% of consumers want brands to be active on Twitter and 41% remain attentive to promotions through Facebook. Sunday is the best day to get customers to interact with consumer goods companies. Do not hesitate and design a social media strategy aimed at increasing brand sales. Create attractive promotions, call contests and promote the impact of these actions through Twitter.
The influence of the recommendations of friends and family is consolidated, 76% of consumers trust their criteria when making their purchases. Far behind is the degree of confidence that gives us advertising, with a reduced 15%. It is clear the importance of promoting engagement and creating links with followers through social networks, are the best prescribers of your brand; or on the contrary, they can be the worst detractors, if you do not treat them as they deserve.
The main consumer brands are clear, it is essential to have a strategy in social networks. Unilever, for example, devoted 15% of its budget last year to online marketing; Kellogs has invested the not inconsiderable $ 1 trillion in online promotions. The response of the clients is immediate; such is the case of Kraft, whose application of recipes for IPhone entered no less than 1 million dollars in downloads. Do you already have your strategy and action plan in social networks? What are you waiting for?