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Hashtags – A marketer’s dream?

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A new study has revealed that consumers are smart at what experts believe is a quick, easy way of measuring a brands success or popularity. The findings revealed that one in five consumers believe that hashtags are primarily useful for finding information on brands and products. The study carried out by RadiumOne Survey, looked into consumer attitudes towards hashtags and their predominate use.

Results also showed that 58 percent of respondents use hashtags whilst interacting on the social media platform with more than 70 percent using them on mobile.

So what is the use of hashtags for both consumers and those who are looking for an insight into consumer’s belief?

Initially hashtags were used for creating a trend – a hot topic of electronic conversation which would allow users to interact and post their opinions on a range of topics from celeb culture to television programmes or emerging breaking news. These is of course still a hashtag’s primary use for both businesses and consumers, with both using them in different fashions. The consumer will use a hashtag to add to a conversation or trend expressing their feelings and thoughts on the topic, giving others the opportunity to agree or disagree. The business or marketer will use the hashtag in a different way with a main aim of getting their brand or product trending and sparking a debate about it. This is effectively free advertising with the possibility of reaching a worldwide audience of millions. As a business this can of course be a great chance to increase brand awareness and to measure just how many people are aware of your new product or business in general.

This raises the question of exactly how to get consumers to use your hashtag. In the survey, half of all respondents said that they would be willing to share hashtags more often than they do in return for discounts and 17 percent said they would be willing to post the promotion on their social profiles or follow the brand associated with the content if they were rewarded.

So it seems the best way to start a trend is to give consumers an incentive – whether this is the chance to win a prize or to use a discounted code when purchasing your goods or service – as always consumers love a freebie and this is a trend that simply will not go away.

Read the full survey here

http://econsultancy.com/uk/blog/62454-20-of-consumers-think-hashtags-are-mainly-useful-for-researching-products


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