Social Media Used Mostly to Build Loyalty: Survey
U.S. companies that use social media primarily to deepen customer loyalty spend almost twice as much on the medium as those who use it for brand awareness, customer acquisition and other core marketing purposes, according to Direct Marketing Association survey.
Specifically, the survey, jointly run with Colloquy, showed the average social media expenditure for marketers whose primary objective is to obtain customer loyalty was $88,000 last year, compared to $53,000 for brand awareness and $30,000 for customer acquisition.
In addition, the survey revealed that that the amount of social media budget marketers allocated to loyalty objectives increased by 293% over the past 12 months, easily surpassing allocation increases for all other social media-related marketing objectives.
The survey took place in June and July, polled 369 DMA members, Colloquy subscribers and other marketers.
