BBCs are BMOCs in Digital Brand Engagement: A study of U.S. consumer engagement with brands online by JWT/OgilvyAction and EXPO finds that 80% of shoppers are digitally engaged with brands in some way.
However, some consumers, termed “Brand Connected Consumers” (BCCs), are more connected than others, and have a greater impact on public opinion and potential sales of a brand. The study focuses on this group, which represents about one in four consumers.
Highlights include:
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When BCCs are satisfied with their digital interaction with a brand, they are more likely to recommend the brand, with four in ten reporting purchasing more of the brand’s products or services.
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Although the majority of posts are positive, when BCCs do post a negative comment, it goes unanswered by brands more than half (56%) of the time. Seven in ten shoppers report that they stop buying the brand in these cases.
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BCCs are most likely to seek and post information to and about retailers and consumer packaged goods brands.
Source: JWT/OgilvyAction and EXPO
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