ActiveCampaign Releases New Data Showing Customer Focus On Trustworthy Content

ActiveCampaign Releases New Data Showing Customer Focus On Trustworthy Content
SHARE
THIS



According to new data released today from ActiveCampaign, the leader in Customer Experience Automation (CXA), consumers will engage with new brands across all channels, including online, in-store and on social media platforms, as long as the content is relevant and trustworthy.

In fact, nearly half of the 1,000 US consumers polled said trustworthiness and transparency are among their top motivators when engaging with a new brand via social media. This is opposed to price and location, which are historically the top drivers of purchases.

When looking at just the millennial population, that percentage increases to 58 per cent. For a generation that has grown up online, the bar is high for them when it comes to trusting new brands. To create great experiences for customers of all ages, businesses need an omnichannel approach with consistent and authentic messaging.

It’s not enough for brands to open a shop and wait for the sales to come in. This survey revealed that the content before, during and after purchases matters and different age groups have different preferences—making it crucial to send tailored product content to customers across all channels. In fact, one-third said they would engage after seeing relevant or 1:1 ads.

Seventy percent of consumers have purchased from a social ad within the past 30 days, and 76 per cent plan to purchase gifts in-person this upcoming holiday season, revealing that a multichannel strategy is key to providing the best overall experience and bringing in repeat customers all year.

Additional findings from ActiveCampaign’s Q3 consumer purchase behaviour report:

  • Brands that run “shops” on social platforms like Instagram are attracting more customers: 59 per cent of consumers (and 76 per cent of Gen Z) say they’ve discovered new brands this way. For small businesses that are just starting and apprehensive about selling on social media, it’s a good way to begin a strong and holistic social media strategy.
  • Influencer-backed brands hold more weight with Gen Z and millennials: 44 per cent of consumers (53 per cent of Gen Z and 65 per cent of millennials) would purchase from a small business on social media based on influencer recommendations. Because of this, retail experts predict we will see a focus on small business shopping during the 2022 holiday season.
  • Look to apparel and the food/beverage industries when seeking inspiration: 42 per cent of consumers made purchases from clothing/apparel-centered social ads (50 per cent of Gen Z and 62 per cent of millennials), and 46 per cent of consumers made purchases from food/beverage centered social ads in the past 30 days. If smaller brands are looking for social ad inspiration, these industries are good places to start.

Successful brands that are using social media as a means to engage with customers have other solutions and strategies in place to complete their omnichannel approach. For example, 89 per cent of B2C businesses using CXA also leverage social media to share information with existing and potential customers to ensure those customers receive the right message at the right time. And 44 per cent of ecommerce businesses using CXA also leverage an online community to engage with customers, encourage review of products and promote brand advocacy.

Premium eyewear company L.G.R World improved its user experience by integrating ActiveCampaign with Facebook to synchronise their audiences by setting up automated processes capable of segmentation based on needs.

By automating this step, users can be reached with consistent messages at various points in their omnichannel experience while improving the perception of L.G.R. This resulted in a 143 per cent increase in ecommerce revenue.

Sameer Kazi (pictured), president of ActiveCampaign said: “Seeing how important trust and transparency are to customers really resonates with us at ActiveCampaign.

“We just crossed 10,000 positive customer reviews on G2, a distinction that only 17 products have on the review site. We attribute our success and growth to our highly satisfied and engaged customers. Every customer values trust and transparency, and the data from our survey highlights that very clearly.”

Luca Gnecchi Ruscone, founder and CEO of L.G.R. added: “Through the help of our digital agency, Secret Key, and ActiveCampaign, we’ve been able to define our one-to-one approach, making it possible to send personalized messages, tailored to each individual buyer.

“This will ensure that current and potential customers are reached by communications that align with their interests and are based on the actions they take on our site and/or in stores.”

Please login with linkedin to comment

ActiveCampaign L.G.R World

Latest News

Michael Bass Named New Chief Trading Officer For Dentsu APAC
  • Media

Michael Bass Named New Chief Trading Officer For Dentsu APAC

Dentsu International has announced the appointment of Michael Bass (pictured) as chief trading officer, media, Dentsu Asia Pacific. With over 20 years’ experience, Bass’ career has included a range of senior investment and trading roles across the media sector. Bass spent seven years at IPG Mediabrands as trading director of Initiative and subsequently moved on […]

Sunday TV Wrap: The Block Hammers Out The Competition In Big Debut
  • Media

Sunday TV Wrap: The Block Hammers Out The Competition In Big Debut

Nine, Seven, and Network 10, all went up against each other last night, debuting fresh seasons of their previous hit shows. The Masked Singer, The Block and My Kitchen Rules all went out to battle, and they all pulled in pretty solid numbers. Let’s get the puns out of the way, My Kitchen Rules simmered, […]

The Block’s Regional Move Translates To More Regional Viewers
  • Media

The Block’s Regional Move Translates To More Regional Viewers

Nine’s The Block burst back onto the scene last night, and interestingly its regional move has translated into more regional viewers. This season of The Block isn’t based on apartments or inner city semis. Instead, The Block has gone rural. The contestants are renovating five separate homes, each on 10 acres of land outside of Melbourne […]

The Masked Singer Capitalises On Our Neighbours Nostalgia With Reveal
  • Media

The Masked Singer Capitalises On Our Neighbours Nostalgia With Reveal

The Masked Singer debuted last night, and Toadie made his debut post Neighbours. Neighbours ended this year, almost cracking a million for its finale and then cracking over a million in BVOD views. Ryan Moloney, aka Toadie, has starred in Neighbours since 1995 and has been a much-loved fixture on our television screens. However, there’s been […]

Streets And Asembl Join Forces To Create Ice-Cream-Scented Candles
  • Campaigns

Streets And Asembl Join Forces To Create Ice-Cream-Scented Candles

Brand extension agency Asembl has partnered Streets’ iconic ice-creams with Australian home fragrance, candle and oil diffuser specialist, dusk for a dreamy creamy fragrance range. Now online and launching on Thursday August 11 2022 in dusk stores across Australia, the range including candles, MoodMist fragrant oils, tealights and melts is the very first time these […]

WPP Reports $11.8B In Sales In The First Six Months Of 2022, But Aussie Ops Prove A Drag
  • Advertising
  • Marketing
  • Media

WPP Reports $11.8B In Sales In The First Six Months Of 2022, But Aussie Ops Prove A Drag

WPP has increased its annual net sales outlook after strong client spending in travel, tech and healthcare sectors boosted pretax profits in the first half of 2022. The world’s largest advertising group announced it made £6.8 billion ($A11.8 billion) in half-year sales and reported a 10.2 per cent increase from the previous year. Pretax profit […]

by B&T Magazine

B&T Magazine
ROLLiN And BMEOF Highlight Hip Hop History In New Project
  • Campaigns

ROLLiN And BMEOF Highlight Hip Hop History In New Project

ROLLiN car insurance has partnered with creative studio Bear Meets Eagle On Fire (BMEOF) to create a 16-part mini-series celebrating important dates in hip hop history. Building on the cultural cachet of the brand launch spot — which featured a yellow puppet named Larry rapping along to Digital Underground’s ‘90s classic ‘The Humpty Dance’— ‘Hip […]

New Decoding Crypto Series Lands On Nova Podcast
  • Media
  • Technology

New Decoding Crypto Series Lands On Nova Podcast

The Nova Podcast Network has released its latest show, Decoding Crypto, which aims to help Aussies understand the nuances of everything from bitcoin to blockchain. Financial journalist Edwina Stott and Collective Shift CEO Ben Simpson will host the new show, explaining the key factors of the crypto revolution starting today, Monday 8 August. The show […]

Coopers Unveils New Look, The First In 20 Years
  • Marketing

Coopers Unveils New Look, The First In 20 Years

Australia’s largest independent family-owned brewery, Coopers, has unveiled a brand-new look for its portfolio of naturally conditioned ales and stouts. The first major update to core packaging in 20 years, the iconic Coopers roundel has been refreshed with a modern and clear design showcasing the brand’s heritage and brewing process. The updated packaging follows Coopers’ […]

Domino’s Teases Burger Delivery Innovation
  • Campaigns

Domino’s Teases Burger Delivery Innovation

Domino’s has released an ad campaign announcing its move into burger delivery via It’s Friday. The ad is centralised around the phrase “Finally, burgers made to be delivered”, a reference to Domino’s self-proclaimed title as the experts in food delivery. Adam Ballesty, chief marketing officer of Domino’s ANZ, said: “We’re excited to be able to […]

CHEP Brisbane Launches Bridal Range For Michael Hill Jeweller
  • Campaigns

CHEP Brisbane Launches Bridal Range For Michael Hill Jeweller

Michael Hill Jeweller has launched a new campaign promoting its bridal range by celebrating the love story at the heart of the brand. Developed in partnership with CHEP Brisbane, the campaign leads with a film that explores the story of Sir Michael and Lady Christine Hill, from their first meeting in 1964 through to their […]

Russel Howcroft Re-Signs To Stay With 3AW Breakfast Until 2026
  • Media

Russel Howcroft Re-Signs To Stay With 3AW Breakfast Until 2026

Australian media personality Russel Howcroft has re-signed a multi-year deal as co-host of 3AW’s Breakfast show, which will see him continue to partner Ross Stevenson on Breakfast for another four years. “’We are delighted Russ is committing to 3AW for the long term”, said 3AW station manager, Stephen Beers. “Ross Stevenson and Russel Howcroft have […]

PASADENA, CA – OCTOBER 10: Mel B attends NBC's
  • Media

The Masked Singer Is Back And It Is A Bonkers Extravaganza

10’s Masked Singer is gearing up to return, and what it lacks in seriousness, it makes up for in silliness and usually ratings. Masked Singer will be airing from Sunday 7th of August, and it is racing onto the scene after the success of 10’s Hunted. EP Tamara Simoneau chatted with B&T, about why 10’s […]

Icon Agency Rockets Into PRovoke APAC Fast Movers Rankings Top Five
  • Marketing

Icon Agency Rockets Into PRovoke APAC Fast Movers Rankings Top Five

Integrated communications firm Icon Agency has been ranked the fourth fastest growing agency in the Asia-Pacific, Middle East and Africa, according to the 2022 PRovoke PR Agency ‘Fast Movers’ rankings. Icon’s fee income for calendar 2021 grew 84.3 per cent, making it the fastest-growing and largest independent agency in Australia. The Melbourne-based indy was ranked […]

Tiger Brokers Offers Mullet Wigs And Free Tickets In Support Of Melbourne Storm
  • Campaigns

Tiger Brokers Offers Mullet Wigs And Free Tickets In Support Of Melbourne Storm

Tiger Brokers, an online broker for millennials and Gen Z, is offering fans the chance to win sideline seats to Melbourne Storm’s Round 21 clash against the Titans at AAMI Park (Friday 5 August 2022). The campaign has reached its peak, and now every Australian can also have the chance to win a Melbourne Storm […]