A new report from consumer intelligence provider Motista suggests people who feel connected to retail brands are more likely to engage and recommend these companies through mobile and social media, highlighting the importance of creating relationships with customers and prospects.

A new report from consumer intelligence provider Motista suggests people who feel connected to retail brands are more likely to engage and recommend these companies through mobile and social media, highlighting the importance of creating relationships with customers and prospects.

As the study notes, “connected consumers” are those who spend more time engaging brands online. They tend to visit their favorite retailers’ websites 10 times as often as those who are merely “satisfied” with their brand experiences. They are also four times as likely to follow these companies on Twitter or Like them on Facebook.

While it takes careful and consistent marketing efforts to build these emotional connections with shoppers, marketers may find the investment leads to significant bottom-line benefits. Connected consumers are 50 percent more likely to recommend their favorite retailers to friends and family, which can generate more leads and conversions for retailers.

“The long-term takeaway for retailers is the importance of establishing more relevant connections with their customers,” Alan Zorfas, cofounder and chief marketing officer of Motista, explained. “We see connection driving higher levels of purchasing and advocacy across a multitude of industries, and the brands that act on this data are able to execute successful marketing campaigns.”

Content marketing is an effective way to build connected relationships with consumers. By publishing insightful and relevant content and distributing it wherever customers are online – whether websites, social channels and/or email newsletters – retailers can establish themselves as reliable and trustworthy resources to shoppers.