Brands do not play as big a role in people’s lives as marketing managers assume

For many years participation has been all the hype in marketing. Communications gurus praise it as the Holy Grail to customer acquisition. Countless business books talk about it. Many ad agencies have made it their core offering. The common mantras have been:

“People want to engage with brands.”

“People seek relationships with brands.”

Some even go as a far as saying “people want to belong to brands.”

However, a recent study from market research firm Forrester puts a damper on these assumptions. The research suggests: “people don’t engage with branded social content very often.”

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