The media landscape is always shifting, but the last three years has potentially resulted in the largest shift ever. Word of mouth marketing has proliferated on the Internet via social media sites, blogs and microblogging. Bloggers have become major Influencers in purchasing decisions. Consumers’ opinions on products are now published and viewed in vast quantities. Microblogging drives brand perception. While brands can no longer “control” their message, they can be part of – and “manage” – the conversation around their brands.
The benefits of social media marketing contribute directly to brand perception and purchase behavior. Consider the following data:
|Consumers who trust social recommendations||Shoppers whose purchase decisions are influenced by social media content||Consumers who actually trust advertising|
Source: Nielsen Global Consumer Study, comScore
|Twitter followers are 67% more likely to buy your products||Facebook "likes" are 51% more likely to buy your products||Facebook fans are 41% more likely to recommend your products|
Source: Chadwick Martin Bailey/iModerate Research Technologies
61% of active users have made purchases based on a recommendation from blogs vs 31% from Twitter
Blogs: 61% x 134 million readers = 81,740,000 Twitter: 31% x 140 million users = 43,400,000
Nearly TWICE as many people are making purchase decisions based on reading BLOGS!
Source: a BlogHER study, "Women in Social Media 2012"