Brands Not Connecting with Women Through Social Media
study by ad:tech Chicago and Q Interactive finds that three out of four women
who engage with brands via social networking sites say they are not influenced
to purchase based on what they see online.
research, which surveyed 1,000 women online, found nearly 22 percent were
somewhat influenced in purchasing decisions after visiting social networking
sites while three percent reported being greatly influenced.
women are socializing a lot more with each other, they are not interacting
with brands more. The brands are falling behind in this game and they
are not opening dialog with women in this arena,” Matt Wise, president
of Q Interactive, told Brandweek. “We’re seeing a divide right
now of where the women are leaping ahead of the brand and the brands
are struggling to find how best to interact with them.”
52 percent of survey respondents report having “friended” a brand, most
encountering brands online were either neutral (64 percent) or had a
negative reaction (19 percent).
“Brand marketers still have a fundamental misunderstanding of
what a social environment actually means – people are communicating on their
own terms,” Jonathan Ashton, managing partner for Agency.com, told Brandweek. “[Marketers]
need to find a way to disassociate the brand from product and associate the
brand with lifestyle or something that has more meaning on a personal level.
The selling opportunity will come on after you ultimately create a relationship
with someone in these environments.”
Questions: Are you surprised at all by the numbers in the ad:tech Chicago
and Q Interactive study showing the influence that social media sites
have in the purchasing decisions of women? Do you see this number changing
in the future and are there ways for brands to more effectively communicate
with and influence female consumers?