Top Reasons Execs Use Social Media
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The “2010 Digital Marketing Outlook” report found that 81% of the brand executives surveyed expected an increase in digital projects in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push more allocations to digital. |
Senior marketers reported that social networks and applications were their biggest priority for 2010, followed closely by digital infrastructure. While social media marketing looks set to stay top of mind, a majority of respondents considered a range of digital activities at least “important,” with only games failing to inspire widespread interest.
Razorfish’s “2009 FEED” survey polled US broadband users who had visited a community site, consumed or created digital media, and spent at least $150 online in the past six months.
These connected consumers were also connected to brands. About one-quarter had produced content to participate in a contest held by a brand, and close to the same amount had followed a brand on Twitter. Two-fifths had friended a brand on Facebook or MySpace.
Check out the entire Razorfish FEED study 2009: http://feed.razorfish.com/
In our Razorfish Digital Brand Experience Study, we took a different tack. Simply, we wanted to know if there were any direct correlation between consumers’ online interaction with a brand and their likelihood to purchase a given product or service.
Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?
Furthermore, these digital brand experiences directly correlate to purchasing behavior for these consumers.
Has that experience influenced whether or not you purchased a product or service from the brand?
As “digital primacy” has risen, so has the way consumers learn about and purchase a brand’s products and services.
Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)?
Similar to the respondents in Lightspeed Research’s “Global Web Index” survey, those polled for the “2009 Cone Consumer New Media Study” were interested in brands that would keep them informed, provide product information and give incentives—and generally use new media to help solve consumers’ problems. Entertainment was considered much less important.
Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.
Top-performing campaigns, by contrast, boosted online ad awareness, message association and aided brand awareness by more than 8 percentage points each.
Read more at www.emarketer.com
The first half of 2009 has drops in ad spending across all media—even online—but advertisers are more optimistic about the latter part of the year, according to JPMorgan.
The company’s “Advertising Outlook 2H’09 and 2010” survey found that more than one-half of US media buyers and planners polled think second-half spending will be higher than first-half outlays. Only 10% predict spending declines.
The majority of media buyers and planners reported they were paying less in 2009 than the previous year for ads across all media. Nine out of 10 respondents said prices had gone down for radio and outdoor, while 85% reported the same for magazines and newspapers.
Read more at www.emarketer.com
The Online Publishers Association and ComScore, both seriously interested parties, did a study of 80 campaigns for 50 top brands which was tracked across the top 200 highly trafficked sites and concluded:
1. The 80-20 rule applies to clicks. Eighty percent of the clicks come from 20 percent of the people exposed to the ads. At very best only 1 in 5 ads draws a click whether that was the intention of the ad or not.
2. Displays Ads Prompt Search. Queries for terms exposed in display ads were search 50% more often a week after exposure and 38% more often even 4 weeks after exposure. If you see something that intersects your interests or your personal wish list, you are more likely to search for it directly when you’re ready to buy. Direct and brand advertising interact synergistically online and offline.
3. Display Ads Drive Site Engagement. Those exposed to ads spent 34 minutes per unique visitor on the sites exposed. This is hard to believe in terms of the time spent on site and the amount of “lift”. Maybe it just measures the vagaries of site architecture and navigation.
4. Brand Exposure Bumps Up eCommerce. Those exposed to brand ads spent 7% more on average when they bought. This feels like advertising orthodoxy; exposure drives awareness, consideration and purchase. It’s possible that added impressions convinces customers to trade up a little.
Read more at blogs.imediaconnection.com
According to the first annual Community and Social Media Study, from the The e-tailing group five out of ten social media tools have been adopted by more than 50% percent of brands and retailers, with the Facebook Fan Page leading the way at 86%. In addition, the study found three-fourths of the survey respondents feel brands have accelerated their use of, and commitment to, community and social media in the past six months. The study found that the penetration of social media tools within brand and retailer organizations is extremely high, given the length of time these tools have been around:
Read more at www.mediapost.com
Community and Social Networking Tools Employed and Planned (% of Respondents)
Anticipated Timing
Network or Tool
Today
Next 12 Months
Beyond 1 Year
No Plans to Employ
Facebook fan page
86%
10
3
1
65
19
7
9
Customer reviews
55
26
13
6
Blogs
55
25
12
8
Viral videos
50
22
13
15
Facebook connect
43
31
10
16
Social listening
36
31
19
14
Q & A
29
20
25
26
Community forums
27
18
23
32
Product suggestion box
19
26
20
35
Source: e-Tailing Group, September 2009
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