CHART: Advertising Tactics Trusted by Internet Users
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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.
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
From a study conducted by Penn State
Companies are also benefiting from Twitter, where 20 percent of the tweets contain requests for product information or responses to the requests, according to Jim Jansen, associate professor of information science and technology in the College of Information Sciences and Technology (IST) at Penn State.
“People are using tweets to express their reaction, both positive and negative, as they engage with these products and services,” said Jansen. “Tweets are about as close as one can get to the customer point of purchase for products and services.”
he team looked for tweets mentioning a brand and why the brand was mentioned — to inform others, express a view on the brand or something else — and found that people were using tweets to connect with the products.
About 20 percent of the tweets contained product information in the form of asking and providing, thus giving companies a “rich source” of information concerning issues and questions that customers have regarding their products.Read more at live.psu.edu
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According to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries, recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising worldwide. 90% of consumers surveyed said that they trust recommendations from people they know, while 70% trusted consumer opinions posted online.
Forms of Advertising in Which Consumers Trust “Somewhat” or “Completely” (April, 2009)
Advertising
Percent of Respondents Trusting
Recommendations from people known
90%
Consumer opinions posted online
70%
Brand websites
70%
Editorial content (e.g. newspaper article)
69%
Brand sponsorships
64%
TV
62%
Newspaper
61%
Magazines
59%
Billboards / outdoor advertising
55%
Radio
55%
Emails signed up for
54%
Ads before movies
52%
Search engine results ads
41%
Online video ads
37%
Online banner ads
33%
Text ads on mobile phones
24%
Read more at www.mediapost.com Source: Nielsen Global Online Consumer Survey, April 2009
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Three Useful Points to Consider in Social Media Marketing and Measurement
1) Clarity is key: define your success
2) Keep measurement simple and familiar
3) Control is not the point, listening isRead more at blog.comscore.com
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There is some good news and bad news about workplace social media.
The good news, according to Deloitte, is that nearly one-third (30%) of executives said social networking is a part of their business and operations strategy.
Now for the bad news: There can be some serious downsides to using social networks—which even enthusiastic users admit.
Nearly three-quarters of employees agreed that it’s easy to damage a company’s reputation on social media, including 24% who strongly agreed.
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The latest Ad-ology Research study, “Advertising’s Impact in a Soft Economy,” analyzes consumer perception about businesses that continue to advertise, and those that do not, in the current economy.
More than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Likewise, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business.
Other key findings:
Read more at www.marketinginsightstoday.com
- 40% of consumers use coupons more now than a year ago
- Most consumers are as willing or more willing to pay more for ‘healthy’ or ‘organic’ products than they were a year ago
- A ‘deeply discounted price’ was the number-one factor that would make consumers more likely to purchase a big-ticket item (+$1,000)
- TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action
- Store Web sites ranked second only to search engines as the way consumers research products and shop online
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If Americans’ search behavior is any indication which way they’re leaning towards voting for the next American Idol, it looks like it’ll be a runaway victory for Adam Lambert. Compared to other contestants Kris Allen and Danny Gokey, Lambert generated a whopping 78% of all searches for the three finalists during the week ending May 10, according to comScore Marketer data. (Incidentally, Females Age 35-64, who apparently have a track record of predicting the annual Idol winner, gave Lambert a slightly higher 80% of the vote.)
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