Marketers missing incentive trick on social

Rachael Micallef
By Rachael Micallef | 22 May 2015

What do customers want? According to the latest Sensis Social Media Report, 45% of consumers want brands to offer discounts via social media, but less than a third of businesses use the platform to offer incentives.

The research, which surveyed 1100 business and 800 consumers, found that 84% of businesses are using social as a two-way communication channel with customers, and 68% as a way to get feedback and reviews.

However, largely consumers aren't interested in a conversation. The report found that other than discounts, 35% of consumers wanted brands to use social for give-aways, 30% for coupons and 34% wanted “nothing at all” from brands: an increase from 26% the year prior.

Sensis GM digital Evan Ravendale said there is a disconnect between consumer behaviour and the expectations that business have when using social to promote their brands.

“Social media is now an important part of people's everyday lives,” Ravensdale said.

“Business need to focus on using it in the way consumers want and at the moment, it seems there are a lot of missed opportunities.”

The report also found that of the two thirds of businesses using social media, far fewer used it strategically. Only a third had a social media engagement strategy and of those businesses, only a quarter measured ROI.

In addition, 46% noted they invested money in social but had “no idea how much they had spent.”

“There are huge opportunities for business growth if you have a sound, consistent social media strategy,” Ravensdale said.

“The key is to treat it like any other business investment by planning, executing and then measuring the results.”


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