Most customers still prefer traditional marketing channels, such as email and word-of-mouth.
Why? Customers believe "feeling valued" is the most important aspect of brand engagement. They don't feel especially valued, just because a company Tweets or posts a status update on Facebook.
The study also found the experts' "consumer in control" mantra is hokum.
Customers were asked to rank six attributes of engagement: feeling valued, trust, efficiency, consistency, relevance and control.
They ranked control the least significant.
