Australians falling in and out of love with brands online

Australians falling in and out of love with brands online
SHARE
THIS



Research released today has revealed that 82% of Australian social media users have connected with brands on social media and 29% of them are connected to more than 10 brands.

However 44% of respondents said they have dumped a brand on social media for reasons such as being spammed by the brand (55%), boredom with the brand's content (36%), and a lack of interest or bad brand behavior (19%).

The Always On white paper is the result of a partnership between Latitude Insights and the Social Hatch and aims to understand the opportunity for brands to connect, integrate, influence and engage with consumers on social media.

Conducted over several months, the study incorporated multiple data sources, including a series of in depth interviews with Australians who covered the spectrum of social media use – heavy through to light users, across life stages. The research also included a comprehensive online survey with 1,057 Australian social media users and a private online community for qualitative data collection.

According to the survey, consumers are connecting with brands on social media to get offers and discounts (30%), general information (28%), help or assistance (24%), give feedback (33%) or make a complaint (23%). These are mostly consistent with what consumers wants from their online relationship with a brand; however, according to respondents needs, brands also need to consider the importance of social in communication of new products and trends (33%) and the actual sale of their product or service (20%).

Kristen Boschma, general manager of Aegis Media’s The Social Hatch said: “It’s great to have strong evidence of Australian consumers’ willingness to connect with brands on social media but our report proved something that we’ve long suspected: brands need to offer more than just competitions, discounts and push communications to sustain their social media relationships with consumers.

“People are getting seriously annoyed with brands behaving badly on social media and they do not hesitate in dumping them if they are not meeting their communications needs.”

Tabitha Lucas, research director at Latitude Insights said: “At a time when media is converging and brands are scrambling to keep up, this research offers some very tangible insights.”

Please login with linkedin to comment

Latest News

LinkedIn Unveils Its Most Viewed Aussie Media & Marketing Profiles For 2018
  • Advertising
  • Marketing
  • Media
  • Technology

LinkedIn Unveils Its Most Viewed Aussie Media & Marketing Profiles For 2018

Trinity Consulting’s head of strategy, Anthony James (main photo), is the most followed Australian media personality on LinkedIn according to a new study by the business social media platform. Each year LinkedIn unveils its Power Profiles, the most-viewed professionals on LinkedIn across five categories in Australia. The categories include founders and CEOs; small to medium businesses (SMB); […]

by B&T Magazine

B&T Magazine
Silhouettes on cube boxes
  • Marketing
  • Partner Content

The Digital Specialist Versus The Marketing Generalist: Who Do CMOs Want More?

As technology continues to advance at a rapid rate, the pressure is firmly on marketers to ensure their digital skills are up to scratch. But with all the hype currently surrounding digital, do marketing bosses value those in their team with specialist skills more than the generalists? According to a recent survey of Australian and […]

Partner Content

by Hays

Waitrose Mocks John Lewis’ Elton John Ad For Its Own Christmas Campaign
  • Campaigns

Waitrose Mocks John Lewis’ Elton John Ad For Its Own Christmas Campaign

It’s arguably the planet’s most anticipated Christmas ad and UK retailer John Lewis didn’t disappoint when it delivered its big budget Elton John number to the world on Friday. Check out B&T’s reporting here. Such was the power of the spot, even our very own Dr Mark Ritson wrote a doting homage to the work […]

by B&T Magazine

B&T Magazine
Charity Group Debuts Confronting Ads For International Children’s Day
  • Advertising
  • Campaigns

Charity Group Debuts Confronting Ads For International Children’s Day

Today is International Children’s Day and to draw attention to the often appalling treatment of many of the world’s kids, charity group Right To Play has unveiled two stunning and provocative spots. The work of BBDO Toronto, the first is a 90-second TVC highlighting the mistreatment, forced marriage and child labour suffered by many children around the world. While a second deals […]

by B&T Magazine

B&T Magazine
Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this guest post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine