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Consumers not devoted to online brand campaigns
Online Edition
CONSUMERS are suspicious and hesitant about engaging with brands online, and are against devoting their time and energy towards brand campaigns that benefit brand owners rather than themselves, a recent study shows.
Just over half of Chinese respondents said they are interested in consuming brand content, and only 38 percent are open to interacting with brands online, according to a joint study by advertising agency J. Walter Thompson and market research firm TNS.
This was contrary to previous assumption that consumers are eager to engage and contribute their time and energy for online campaigns. But just because technology creates new avenues and opportunities for consumers to participate with brands online doesn’t mean people want to.
The report, “Participation – Beyond the Hype”, was based on a study of online behavior and attitudes of 5,600 consumers in seven countries in Asia Pacific. In China, the study covers 817 respondents.
“Brands would be better stop asking too much of people and only focus on how to generate maximum number of shares and likes or retweets and instead pay more attention to creating compelling and relevant content," said Grace Liu, chief executive officer of TNS & TNS Sinotrust.
“Through this way they will not only drive short-term sales but also maintain long-term brand equity."
A mere 12 percent of those surveyed have any interest in participating in campaigns from brands that ask them to create content.
As many as 45 percent of respondents feel like they “are doing the work for brand” when they are asked to participate in online marketing campaigns.
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