Can Brands Afford Not To Get Personal?

Can Brands Afford Not To Get Personal?

Kyle Oosthuizen, Chief Operating Officer at Blue Robot, highlights the importance of personalisation when it comes to social media engagement and how brands can use it to their advantage to uplift their bottom-line growth in the current economic climate.

With the Covid-19 crisis forcing more digital communication, social media adoption has accelerated. In fact, social media followers have grown by an average of more than 1.4 million each day over the past 12 months – equal to 16.5 new users every single second.

With more people on social media, this has meant more engagement with brands, especially as one in three consumers use these platforms to learn about or discover new products and services. But how do brands maintain their connection with consumers in a post-pandemic world?

‘I believe that the answer lies in personalisation,’ said Oosthuizen. ‘A whopping 49% of consumers report that they will unfollow a brand on social media if the content is irrelevant and I don’t think that there are many brands in the current economic climate that can afford to lose just under half of their followers. Fortunately, emerging technologies are making it easier and affordable for brands to deliver messages that are tuned into what social media users really want. This adds value to the lives of the consumer, and in doing so increases brand engagement and loyalty.’

‘With social media posts and advertisements being some of the most influential sources for making purchasing decisions, brands need to find ways to not only stand out from the competition, but also provide consumers with positive experiences. A Sprout Social study has found that, with a positive experience, 78% of consumers will be more willing to buy that brand, 77% will choose that brand over the competition, 76% will recommend the brand, 72% will increase their spending with that brand, and 70% develop a stronger bond with it,’ added Oosthuizen.

‘While personalisation is paramount going forward, consumers also expect companies to use their social data responsibly. As South Africa’s Protection of Personal Information Act is coming into effect this year, brands need to keep this front of mind and ensure that they do not store customer data, that they gain clear and obvious opt-in consent and that their access to users’ social media accounts is limited both in terms of extent and time frame,’ warned Oosthuizen.

‘With 80% of companies reporting an uplift in bottom line growth since implementing personalisation, can brands afford not to get personal?’ he concluded.