What is it that Customers Really Don’t Want?
Most marketers presume that customers want more “engagement” — interacting as much as possible with them and building relationships. BRW explodes three myths commonly espoused by marketers with research into 7,000 consumers:
MYTH #1: MOST CONSUMERS WANT TO HAVE RELATIONSHIPS WITH YOUR BRAND.
Not everyone wants a relationship with a brand they suggest that, in fact, 77% save that honour for friends and family.
MYTH #2: INTERACTIONS BUILD RELATIONSHIPS.
Nope, shared values build relationships and that is built by clear communication of purpose that smacks of authenticity, not hype.
MYTH #3: THE MORE INTERACTION THE BETTER.
‘Fraid not, there is no demonstrable correlation between interactions and propensity to repurchase.
It makes an interesting wake up call.