This week’s selection of stats is like a tin of Quality Street (a particular diverse type of English chocolate). You might not like every single one, but there’s bound to be someone out there who will. So, why not share it with your nearest and dearest (or, you know, people you don’t talk to on Twitter)?

The roundup includes talk about personalisation, packaging, and regrettable social media posts. Don’t say we don’t spoil you. 

Check out the trusty Internet Statistics Compendium for more.

Emotion is the key to creating customer loyalty

Capgemini recently surveyed more than 9,000 consumers and 500 executives in a bid to understand the main drivers for customer loyalty. 

The results indicate that emotions have the strongest impact, as 82% of consumers with high emotional engagement always buy the brand they are loyal to (compared to 38% of consumers with low emotional engagement). The report also suggests that 70% of consumers with a high emotional engagement are willing to spend up to twice as much with those brands.

However, while marketers are increasingly recognising this need to tap into emotion, it appears there is still work to be done. While eight in 10 executives say their brand understands the emotional needs and desires of consumers, just 15% of consumers say that brands do a good job of emotionally bonding with them beyond a functional relationship.

So, what does it take to create this emotional connection? I recently wrote about how being a human brand can forge better and more meaningful relationships, and why factors such as speaking like a real person and even admitting fault can make an impact.

Personalisation is now a necessity, no longer ‘nice to have’

New research by Eagle Eye has found that the majority of consumers consider personalisation in marketing a must-have, with a lack of relevance resulting in brand apathy.

In a study of over 2,000 consumers, it found that 81% cite relevance as a key driver in whether or not they redeem promotions. Similarly, 75% are unhappy when they receive generic offers.

The research also revealed an increasing demand for predictive offers, with 73% of respondents saying they would find it useful to be offered promotions for items they had run out of. This desire could also open greater marketing opportunities, as there is clear potential for brands to recommend or upsell a different or more expensive product.

Case studies on effective personalisation:

Smartphone ownership among UK children increases

MediaCom’s ‘Connected Kids’ report has revealed that - while the number of UK kids owning tablet devices has fallen in the past year – ownership of smartphones has significantly increased among eight to 12 year olds.

In line with this trend, the report also states that there has been a rise in watching TV on smartphones, with 33% of eight to 19 year olds now doing so compared to 25% last year. It appears kids are also accessing inappropriate content, as 84% of eight to 12 year olds say their parents often express concern over their internet safety.

When it comes to social media, Snapchat is the platform of choice for the majority of youngsters, largely because it gives users freedom to share and communicate with friends, without so much of a focus on general feedback. 35% of teens say Snapchat allows them to express their true self, while just 7% say the same for Twitter. 

Recently, Snapchat announced a new redesign that further enhances its focus on personal relationships. But what does this mean for brands? You can read more on that topic here.

Customer experience for mobile travellers becomes a priority

Econsultancy's Digital Trends in the Travel and Hospitality report in association with Adobe has revealed that customer experience is now a top priority for travel executives. In fact, it has now overtaken customer acquisition as the number one business focus. This comes from a global survey of more than 600 senior digital marketing and ecommerce executives.

Achieving these priorities in future will mean adapting the customer experience to mobile devices, with the rise in usage resulting in new demands for customer service and digital interaction.

You can read more on other digital trends impacting the sector, and subscribers can download the report in full.

Plain packaging could cost the beverage industry nearly $300bn

In response to calls for plain packaging to be introduced by FMCG brands, Brand Finance has revealed that it could result in significant losses for the industry.

It reports that companies with alcohol or sugary drinks brands could be most at risk, with Pepsi predicted to lose 27% of its enterprise value if plain packaging is enforced. Similarly, due to its larger size, Coca-Cola could take an even bigger hit of $47.3bn. Overall, the beverage industry could potentially see losses of $292.7bn. 

With packaging a huge part of brand marketing strategies, the suggestion is likely to have been met with derision from those at the top.

More on product packaging:

One in ten Twitter users have deleted old tweets

Recent scandals involving celebrities and politicians have led to a large number of social media users ‘auditing’ their own histories to remove potentially offensive tweets. This is according to Online Spy Shop, which conducted a survey of over 2,000 UK social media users.

It found that 54% of users have performed a Twitter audit in the past month, and out of those, 32% deleted multiple posts. Users aged 18 to 34 are the most likely to do this, with 68% of this age group saying they have checked for regrettable content, and 48% going on to delete content in the past month.

With high-profile names including Stormzy, Zoella, and Jared O’Mara recently coming under fire for offensive tweets, the general public appear to be showing greater awareness of how social media activity can resurface, potentially affecting future job or career opportunities.  

Nikki Gilliland

Published 8 December, 2017 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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