In a recent study, Americans were asked why they used social media. 40% indicated that their reason was to find more information about a company or organization. In addition, 26% of Baby Boomers, 31% of Gen-Xer’s and 43% of Millennials indicated that social media has some influence on their purchasing decisions.
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There is not a huge amount of difference between leading brands. Depending on the category, almost all brands offer the same feature, function, and benefit to the user.
What makes a differentiated brand?
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Social marketing tactics are designed to engage the customer on different levels and extend the relationship. However some argue that engagement is not that important and that brand loyalty can be achieved by supporting causes or organizations that make the world a better place.
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Life After Advertising 2.0 