UK Flag

Opinions: 

Travel Tech

According to new research from Disruptive Communications, UK online consumers are the most easily alienated by basic mistakes such as bad grammar and poor spelling in social media marketing.

Basic Errors Lead to Negative Perceptions

In fact, a total of 42.5% of UK consumers reported that errors such as these would negatively affect their opinion of a brand. Interestingly, male consumers were somewhat more concerned about these issues than females were. Additionally, messages that were overly 'salesy' were another huge turnoff, as identified by 24.9% of total respondents, with females being slightly more bothered by 'salesy' posts than their male counterparts. Extreme frequency of posts, combined with humour that just tried too hard, were two further issues that rated as major no-nos among UK online consumers. Only 7.2% of respondents were concerned with brands not posting often enough.

Social Media Pages Not Credible Info Source

Looking back a few months to examine some earlier research, we found that UK online consumers do not often consider a company's social media page to be a source of credible information about the brand.  This opinion is not limited to the UK, but shared by web users all over the world. In fact, social media was ranked the lowest for credibility of information among eight different types of media respondents were asked about, far below family members, consumer forums or publications, and traditional media sources such as newspapers of TV ads. This is of course because it is so easy for brands to plaster their social media pages with self-promotional material of all kinds, with little way for consumers to assess its credibility.

But Nevertheless, Social is Still Essential

Despite consumers having little faith in the credibility of social media channels, this medium is still a significant source of information, whether credible or not, and whether poorly written or not. 25% of surveyed internet users in the UK relied on social media to research new products, according to a March 2013 survey from Ipsos OTX and Ipsos Global @dvisor. Social media outdid email, direct mail and blogs in this regard, which suggests many UK consumers still depend greatly on social media, even if they don't entirely trust it.

Discussion

comments powered by Disqus

More from #DTTT

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
  • In May we present:
    Meet…the digital team of VisitOSLO

    This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.

    #oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge