Engagement and social media seem to be common topics in marketing news and blogs, so it was interesting to come upon a Forbes article stating that engagement shouldn't be the primary focus.
Companies should focus on simplifying the decision making process for consumers and this will help increase sales. Evidently a 20% increase in decision simplicity resulted in increases in customer loyalty, brand purchasing and recommendations to others.
The article states that this can be done by helping consumers:
1. Trust the information they receive. (recommendations from consumer reviews and ratings. )
2. Learn effectively without distraction (with clear streamlined information)
3. Weigh options confidently (transparent buying guides and brand differentiation easily available)
Read more:
http://www.forbes.com/sites/patrickspenner/2012/07/02/marketers-have-it-wrong-forget-engagement-consumers-want-simplicity/
In a world where we are inundated with information and clutter, clear and simple information on products would definitely help the buying process.
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