Marketers should use conversation metrics, in addition to effectiveness measures, to determine whether their advertising campaigns will drive purchases. “Buzz”—upticks in both online and offline conversations about brands—contributes about equally to sales and other business outcomes, word-of-mouth experts reported.
Member Only Access
Advertisers often debate whether to air their Super Bowl ads early on social media. This study’s moment-by-moment analysis of consumers’ emotions while they viewed the ads—and their related social-media behavior—shows that the benefits extend not just in-game but afterward, with more favorable attitudes and purchase intentions.
Member Only Access
In the December issue of the Journal of Advertising Research, a special section addresses critical issues in social-media marketing. Empirical findings make contributions to both research and practice, from Superbowl TV/online advertising strategies to conversation metrics. Among other articles, trust in digital marketing is top of mind, and in China, TV commercials benefit from prior online exposure, but not vice versa. How do U.S. consumers perceive scientific claims made in cosmetics ads? Read on!
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.
Member Only AccessEngagement 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.
Ed Keller, CEO of The Keller Fay Group, Mitch Lovett, Associate Professor of Marketing at The University of Rochester, Renana Peres, Associate Professor of Marketing at The Jerusalem School of Business Administration and Beth Rockwood, SVP, Market Resources & Advertising Sales Research at Discovery Communications presented findings of the latest study from The CRE, which is a group of senior research professionals interested in bettering methodological research. They formed a Social Media Committee to ask, “How does social media and other forms of communication influence the choice to a particular program?”
See all 5 Cups articles.
Jack Loechner, writing for the Research Brief from The Center for Media Research, discusses Deloitte’s 2015 Digital Democracy Survey, which highlights the influencers of U.S. consumer purchases:
-More than 80% of Americans aged 14+ report that recommendations from friends, family or known acquaintances have a medium or high influence on their purchase decisions.
-Among paid media, television ads still command the broadest influence, according to 65% of respondents.
-Other paid media influencing purchase decisions include: in-theater ads, magazine ads, and newspaper ads.
-Unpaid influencers include: online reviews/recommendations from social media friends and online reviews.
-An endorsement from an online personality is approximately as influential as an endorsement from a celebrity.
Understanding the paid and unpaid media influencers of consumer purchase decisions is vital for marketers.
See all 5 Cups articles.
For more on this topic, check out the Media Tab in Morning Coffee.
Mediapost highlights a paper in the upcoming issue of the Journal of Advertising Research that analyzed variables impacting the box office earnings of 62 movies in their opening weekend. Read more »