Social media is set to be used to gain customer loyalty through increased customer interactions, according to research from The Logic Group.
The results, reported in retailtimes.co.uk, found that although Facebook currently remains the dominant social media channel, Twitter marketing will experience the largest growth in public loyalty in the coming year.
Over a fifth of Brits (22 per cent) have visited the Facebook page of a company they are loyal to in the past six months. In comparison, only eight per cent of people questioned had followed a brand they felt loyal to on Twitter. However, this number could double in the next year, with more people saying they will follow a company they feel loyalty to on Twitter in the next twelve months.
Results also found social media on mobiles will be utilised more, with 24 per cent of British adults saying they will use their phones to check product details or reviews more in the next year, reports freshbusinessthinking.com.
“From a customer point of view, social media is changing the way customers interact with companies,” said Anthony Jones, CEO of The Logic Group.
“For businesses, using social media platforms such as Facebook adds another channel to customer interactions and greater business opportunity to influence and engage with customers along their purchasing journey.”
Mr Jones also spoke of the technological changes that society is seeing, saying that they bring ‘real benefits’ to customers’ interactions with loyalty programmes. He additionally insisted customers are moving away from using traditional card-based programmes; instead using alternatives such as social media and real-time discounting.