Brands And Social Networking — A Recipe For Consumer Engagement

Pleasing consumers is becoming increasingly difficult, and the experiences encountered while buying a product can make or break a brand’s reputation with its consumers. One bad experience can be all consumers need to completely stop purchasing that brand in the future. Forrester conducted a qualitative study with our online consumer community to explore how consumers want to engage with brands in the research and purchase process and what they expect from them during this time. Consumers don’t think further ahead than the current purchase; the customer life cycle is only in jeopardy when something goes wrong. If the product is good quality and the company has proven its credibility with consumers, they most likely will purchase from the company again. Companies have a great opportunity to reach their customers through digital technology. That is a good thing, but they must be careful not to abuse that new-found privilege. This report gives deeper insight into how consumers perceive company marketing.