J. Walter Thompson
Participation beyond the hype... / J. Walter Thompson Asia Pacific
Brands have been falling over themselves trying to get consumers to participate in online and social media campaigns. But just because technology creates new avenues and opportunities for consumers to participate with brands online doesn’t mean people want to. There's a problem: hype around participation is distorting the truth. The underlying assumptions driving inflated expectations of participation are simply not playing out in reality. People aren’t as interested in actively participating with brands, as brands are interested in participating with them. People would still far rather consume content than actively participate with it.
In a report, “Participation – Beyond the Hype”, J. Walter Thompson and TNS present the argument that the hype around participation, which is now the big buzzword in marketing, is based on flawed assumptions on the level of interest consumers have in engaging with brands online. Many marketers look at participation as an end in itself, focusing on amassing likes and shares. That’s been a distraction. Analysis by J Walter Thompson, based on a study of online behaviour and attitudes of 5,600 people across seven countries in Asia Pacific conducted by TNS, shows consumers across the region are hesitant, or even suspicious, about engaging with brands online, and resent doing anything that appears to benefit the brand more than in benefits them.
The report explains that, in fact we’ve been looking at participation all wrong. As an end in itself. Participation is not why people connect.
It’s a response when people make a connection. This report, supported with a range of events and seminars across the APAC region, looks into how consumers engage with brands online and offers suggestions of how to maximise commercial outcomes through a focus on creative ideas that build deep connections with consumers.