A Brief Recap: Previously in part one, we discussed two important consumer trends that marketers should focus on in 2012, i.e. the growing use of mobile devices and smartphones by the social consumer and the importance of user-generated content. Our research shows that there are two more key consumer trends that brands need to keep in mind while designing their social media marketing strategies for 2012; the social consumer's quest for discounts and bargains and one demographic that is expected to drive the most e-commerce spending, women.

Women to Drive More E-Commerce Spending

While brands have always understood the importance of the female demographic (Read our previous blog on 'The Importance of Marketing to Women Online' ... Read more...

2012: The Year of the Social Consumer

From Papa Johns tweeting a formal apology to an annoyed customer, to Nike's impressive user-generated campaign, 'The Chosen', 2011 was a year when the social consumer made her presence felt. Rather than being mere recipients of marketing messages, today's consumers are engaged with brands, contribute to campaigns and exchange product information; an indication that people's buying behavior has evolved over the years. While the likes of Nike, Dell and Coca-Cola have worked towards strengthening the brand-customer relationship, there are a few others who are yet to understand who their customers are, what their needs are and how ... Read more...

In part one of Brand Monitor's 'E-Commerce and the Social Consumer: Making Online Shopping Hassle-Free' series, we discussed two of the most common hurdles that online customers faced and what retailers can do to make online shopping an enjoyable and problem-free experience. While insufficient information on brands' websites, high shipping costs, along with the worry of the product being damaged, are among the biggest reasons that discouraged people from selecting the 'buy now' option, our research highlights two other factors that can deter prospective shoppers from making a purchase via digital and social media channels. In part two, we will focus on how brands can provide better after-sales support and service to customers and the importance of offers and ... Read more...

Keeping up with the Social-Savvy Consumer

The ever-changing taste of the social consumer, along with the dynamism of the social media space, sometimes makes it difficult for online retailers to keep up. The online buying process has undergone some radical changes over the last few years. The modern shopper a) is greatly influenced by recommendations, reviews and price-comparisons posted on social media sites b) uses location-based services to find brick-and-mortar stores c) is short on time and prefers the convenience of shopping online instead of spending hours in billing queues and d) favors the choice online stores have to offer as opposed to the limited variety of products in traditional stores. Going by eMarketer's 2011 study, ... Read more...