35% of online consumers across 24 countries claim to have ever purchased a product or service based mostly on an ad they saw on a social media site, details Ipsos Open Thinking Exchange in new survey data. But that figure drops to just 18% in the US. Similarly, US respondents were about half as likely as the average global respondent to report having ever purchased a product or service based mostly on a posting they saw on a social media site (16% vs. 31%).
Within the US, social media’s influence on purchase decisions tends to be higher among the demographic groups that are its heaviest users: women and youth. Women were almost 50% more likely than men to report having bought something mostly as the result of a social media ad (22% vs. 15%), and roughly 67% more likely to have done so mostly on the basis of a social media posting (20% vs. 12%).
Source: Marketing Charts
Why do advertisers keep pouring money into TV, even amidst the rise of everything digital, and even as audience numbers plateau? Simply put, most consumer surveys that compare advertising media still find TV to be among the most influential and most favored – if not the most highly rated. Following is a select list of those pieces of research, in reverse chronological order.
- TV is the top advertising medium for reaching affluent adults, and is rated one of the most effective by luxury buyers. (Shullman Research Center, 6/13)
- College students are less likely to avoid TV ads than a variety of online ad types, such as ads on social media sites, pre-roll ads, and pop-up or banner ads. (re:fuel, 6/13)
- While many point to a complete lack of attention paid to TV ads due to the rise in multi-screening, that may not be the case. A recent study indicates that participants spent one-third of TV ad viewing time looking at their mobile phone or tablet, with the researchers suggesting that “TV viewers may not be tuning away from commercials… just picking up the phone or tablet.” In fact, an earlier study signaled that multi-screen users are actually better able to recall TV advertisers. (Symphony Advanced Media, 4/13)
Source: Marketing Charts
The internet has become a primary source of information, recommendations and reviews when business decision-makers contemplate potential purchases. This places significant responsibility on marketers, who must now guide and nurture these leads via digital through the majority of the buying cycle.
Relying on automated solutions to create and deploy lead nurture programs is not new, but business-to-business (B2B) marketers are eyeing them with a renewed focus, according to a new eMarketer report, “B2B Marketing Automation: Using Behavioral Data to Power Lead Nurture.”
Read more: eMarketer
Millennial Media has released the latest study in its “Mobile Intel” series, produced in partnership with comScore. As part of the study, Millennial Media shows how retail advertisers are employing a number of post click actions that differ significantly from the average advertiser on the platform. Mobile commerce, store locator and site search are among the top actions they’re using to drive web and foot traffic.
source: Marketing Charts