2010 & 2011 were all about "deals". Everyone chased the "new & shiny objects" However, there is an increasing concern on the value of the "deal customers". Marketers have avidly sought social-media fans in recent years, often
using deals or sweepstakes to boost numbers. But are they really
attracting the right people?
Data from social-media analytics firm Colligent suggest many brands have
attracted lots of deal seekers. And while these consumers may be
profitable, they're not the most-effective brand advocates, according to
some analysts and social-media executives.
Brands that build fan bases using sweepstakes "end up with a very
difficult time trying to get those fans to engage," said Justin Kistner,
director of social products at analytics firm WebTrends. "They were
never with your brand in the first place. They just wanted a chance to
win that iPad," he said. "We call it garbage fans."
Twitter now is even touting its relative lack of deal-seekers among brand followers as a selling point vs. Facebook.
Read more here on Adage. Also read here about "deep discounting"
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