This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

NEWS24 August 2017

Consumers frustrated with brand engagement

B2B News Privacy Trends UK

US – More than half of consumers ( 56%) think brands could do a better job of aligning with how they prefer to engage, according to a new report. 

According to The State of Engagement report from martech firm Marketo, this is especially true of B2B consumers, 65% of whom believe brands could do better, compared with 47% of B2C consumers. B2B consumers also have higher expectations: 66% of them expect all interactions with brands or vendors to be personalised, compared with 56% of B2C consumers. 

The report also detailed the key reasons for consumers not to engage, with the biggest being brands/ vendors sending too much irrelevant content ( 51% of B2C consumers; 34% B2B consumers). Other reasons included brands/ vendors not having anything to offer outside products/ services ( 33% B2C; 29% B2B), and consumers only engaging regularly with a few of their favourite brands/ vendors ( 31% B2C; 26% B2B). 

B2C consumers also revealed themselves to be almost twice as likely to cite sharing personal information as a reason for not engaging more ( 28% B2C compared with 15% B2B).

In terms of channels used to engage with brands/ vendors, B2B consumers are using more channels, and are more likely to use email, chat, podcasts and online communities than their B2C counterparts. 

The full report can be downloaded here