More Marketers to Manage Brand Loyalty Through Social Media

With traditional brand loyalty on the decline, is there anything a marketer can do to improve consumer sentiment? The latest release from AMP Agency’s AMPlified Research Studies tackles the topic of brand loyalty. The results suggest that consumer purchases these days are based on a decision-​making path that weaves through a lot of research. Marketers who manage their positions in the available research streams can also manage their sales outcomes.

AMP analysts say their findings show that significant numbers of consumers always research their purchases – from a high of 64% in the consumer electronics category to a low of 31% in the health and beauty category. The most important piece of information in the research process is price. However, as part of the ‘purchase decision cycle’, consumers are looking for other consumers’ opinions.  Specifically:

  • General consumer reviews 72%
  • Cost comparisons 60%
  • Durability reviews 42%
  • Functionality reviews 42%

While consumers who have familiarity with a brand list that as a top influencer, AMP’s survey results point to the growing importance of group think.  Here’s what ultimately influences consumers to buy:

  • Personal experience with the brand 59%
  • Online consumer review 52%
  • Online product review 51%
  • Feedback from a friend 41%

Finally, the study results show that while 68% of consumers were happy with the information they found online regarding a specific product or service, 30% were not. In addition, nearly 1/​4th (24%) of consumers research a possible purchase for less than a day. This setup means that marketers must constantly monitor reviews made about their products and make adjustments especially as consumers indicate that they are willing to be part of a group think process.

[Source: Inside the Buy. AMP Agency​.com. 2011. Web. 18 Feb. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.