Advertising has always been part of the cultural zeitgeist. But today, brands must always be aware of social issues. This is due to the breakneck speed at which social media and online platforms move. The cost of ignorance can be swift and severe. Negative brand adjacency doesn’t just damage a brand’s reputation. It can have a direct impact on its bottom line as well. Read More.
In today’s social climate, brands must constantly be aware of social issues. The cost of ignorance can be substantial. Negative brand adjacency can not only damage a brand’s reputation, it can have a direct impact on its bottom line as well.
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An empirical study of Facebook data has broad implications for advertisers on social media platforms. This research found a link between consumers’ response to ads and their perceptions about intrusiveness and privacy concerns—as well as whether they were using a computer or mobile device.
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Is digital word of mouth a mirror onto the harder-to-measure conversation happening offline? This award-winning study, built on a decade’s worth of research, using four key metrics—volume, sentiment, sharing, and influence—found almost no correlations between the online and offline activity.
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Combining inputs from What We Say (“Social”) and What We Do (“Search”) offers a new frontier for capturing more reliable consumer behavior. The process includes looking at multiple attributes using a wide array of tools. Case studies from a travel and automotive brand illustrate how mining search and social insights can lead to new, valuable approaches.
Member Only AccessEditor’s Note: The CMO Survey for February 2018 generated 362 responses from top U.S. marketers at for-profit companies and is administered twice a year. Included below is one slide from the 2018 Highlights and Insights report.
The table covers ten criteria for using social media, with brand awareness/building most frequently mentioned.
on the upper right of the web site or create an account to view this page.According to Nielsen’s Social Media 3Q 2016 report, 87% of adults have smartphones. Smartphones are even more ubiquitous among millennials—at 97% penetration. Smartphone penetration has also grown among the 50+ age group, up to 77%.
Millennials spent the most time on social media—6 hours and 19 minutes weekly or 24% of their total time spent on media (up 21%).
For adults 50+, media time spent on social media has jumped 64%. They now spend 20% of their media time using social media.
There were 14.2 million social media interactions about TV across Facebook and Twitter on an average day this fall in the U.S.
On Twitter 81% of the engagement with TV-related tweets come organically from audience tweets. The remaining 19% come from owned content.
Engagement Labs conducted research on some 500 brands going back to the mid-2015, calculating scores in each marketing area. It was found that some have disparate impact—performing well either on social media or word-of-mouth offline marketing, but not both. The report labels those marketers “social misfits.” For example, brands such as Palmolive, Corona, and Aveeno, tallied the greatest disparity—some of the highest offline word-of-mouth marketing results but low social media-online scores. Conversely, RCA, PayPal, and SunTrust garnered some of the highest social media/online scores—but the worst word-of-mouth offline numbers.
Among media brands, TNT earned the top offline word-of-mouth marketing score at 65, but a low 38 number for social media.
From an A-list celebrity tagging his new designer duds on Instagram to your next-door neighbor raving about her favorite new meal-delivery service on Facebook, most everyone uses social media to talk about brands.
But how different generations of people create, consume, and share this type of user-generated content varies widely. To help marketers better understand the divide, earned content platform Olapic conducted a survey to find out how consumers of different ages—especially millennials and baby boomers—view UGC.
While their responses varied, one thing was widely agreed upon: “76 percent of consumers believe the content that average people share is more honest than advertising from brands,” said Olapic co-founder Pau Sabria. “That should serve as a wake-up call for brands to start exploring the use of authentic content in ads and marketing to build trust and create a more meaningful dialogue with their customers.”