NEW YORK: Driving word of mouth, boosting consideration levels and
enhancing customer relationships are some of the key reasons brand
owners are using social media, a study has found.
Microsoft Advertising, a unit of the global IT giant, and Advertiser Perceptions, the insights provider, surveyed 700 major corporations currently utilising these platforms to engage consumers.
Among
the highest-spending companies featured in the analysis, 27% stated
that the primary motivation for their investment was stimulating word of
mouth between shoppers.
More specifically, these marketers hoped
to identify and connect with influencers, secure buzz about their
brands, products and deals, and inspire viral distribution to a relevant
audience.
The most important challenge was concerning the last
of these goals, as two-thirds of firms believed the word of mouth
generated typically did not reach the intended demographic.
Proving
the return on investment from campaigns run via social media services
was also a commonly-mentioned issue by the communications specialists
questioned.
Elsewhere, the study revealed encouraging brand
consideration and trial took second place in terms of the incentive to
leverage sites like Facebook, having been cited by 26% of the executive
panel.
Direct response marketing efforts hoping to fuel an actual
engagement or conversation with present and potential buyers scored
21%, taking third position in the process.
Customer relationship
management, which has proved a particularly popular model on Twitter,
the microblogging platform, received 18% on this metric.
However,
social "listening" or other "inbound" objectives – linked to web users
discovering brands in a more organic than marketing-led fashion – posted
a modest 6%.
Additional research by Microsoft Advertising
demonstrated that 50% of consumers are likely to buy something as a
result of word of mouth recommendations, but also noted 90% of all such
conversations take place offline.
"This certainly backs up social
marketers' desire to reach the right social audience for their brand,"
said Beth Uyenco Shatto, Microsoft Advertising's global research
director.
Data sourced from Microsoft Advertising; additional content by Warc staff, 30 September 2011
http://www.warc.com/LatestNews/News/Brands_set_out_social_goals.news?ID=28882
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