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The results of a new study are pretty telling in regards to the  influence that brands engaging customers through social media platforms are actually having on customers. Women in particular.

Information gleaned from the study, “Women & Brands Online: ‘The Digital Disconnect’ indicates that 75% of 1,000 women queried are uninfluenced by social networking channels when it comes to making purchases.

And this snippet is even more telling:

While exceptionally engaged, they are overwhelmingly uninfluenced, and often “turned off,” by brands in this space.

Wow. So you could be highly engaging with your nice offers, coupons, info on upcoming sales and information about the product and still have little to no influence on what is purchased. So what’s a brand to do?

Here’s a quote from Matt Wise, President of Q Interactive:

“There lives a growing impetus for marketers – especially those working with Fortune 500 CPG brands who enjoy a majority female customer base, to build a better connection with women in the dynamic social media landscape. “We know women are social creatures and highly active in mediums like Facebook, where they now outnumber men.”

Here are some additional results of the study:

  • 75 percent of women are “more active” in social networking than last year
  • More than half (54 percent) visit social networking sites at least once per day
  • Yet 75 percent share that social networking sites “not really” or “not at all” influence what they buy

They are being engaged, however and to me that is a good thing because a connection is being made based on a conscious decision to associate with the brand in that particular space.  The preferred results could come later, and I wonder what kinds of ideas will emerge to build that better connection Mr. Wise suggests.

The complete study findings are being presented today at Ad:Tech Chicago.  I wish I was there. If you come across any video or presentations related to this study, please share.

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This is a personal blog. The opinions expressed here represent my own and not those of my employer. Feel free to challenge me, disagree with me, or tell me I’m completely nuts in the comments section of each blog entry.


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