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Social Media's Growing Importance in the Marketing Mix

SOCIAL MEDIA'S GROWING IMPORTANCE in the marketing mix WORD OF MOUTH COMBINED WITH SEARCH are the most powerful drivers of consumer behavior Have some degree of trust* in the following forms of advertising (Apr. 2009) US online buyers who were led to their purchase by a search engine or Social Media site (Nov. 2010) Recommendations from people known % of total 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Billboards/outdoor advertising 55% Radio 55% Emails signed up for 54% Search 51% Ads before movies 52% Social 1% Search engine results ads 41% Online video ads 37% Search&Social Online banner ads 33% 48% Textads on mobile phones 24% Source: The Nielsen Company * E.g. 90 percent of respondents trusted "completely" or "somewhat" recommendations from people they know. Source: comScore Inc., 2011 SOCIAL NETWORKING IS WHERE PEOPLE spend most of their online time US consumers who spend 1+ hour on Social Network activities per week, Q2 2008 - Q3 2010 Time spent on online activities, by type (Sep. 2010) Hours per week spent on activity % of respondents 59%% 61% 64% 65% 65% 66% 54% 46% 38% 39% Email Social Interest 4.4 4.6 3.9 Q2 2008 Q1 2010 Q3 Q4 Q1 2009 Q2 Q3 Q4 Q2 Q3 Source: Interpret, December 16, 2010 Note: n-48,804 Source: TNS, "Digital Life". October 10, 2010 MANAGING WORD OF MOUTH IS CRITICAL US Facebook users who are more likely to buy a product or visit a retailer based on a positive Facebook friend referral (Mar. 2010) Fortune 500 companies with a Twitter account*, 2009 and 2010 % of total % of respondents 35% 60% 2009 2010 Note: *with tweets made in the past 30 days. YES 68% NO 32% Source: University of Massachusetts Dartmouth Center of Marketing Research, "The Fortune 500 and Social Media: A Longitudinal Study of Blogging, Twitter and Facebook Usage by America's Largest Companies". October 6, 2010 Source: Morpace, "Facebook's Impact on Retailers", provided to eMarketer. April 1, 2010 "SOCIAL NETWORK ADVERTISING IS REAL AND GROWING. International markets will grow even more than US markets" eMarketer Social network ad revenues worldwide, 2009 - 2012 Facebook ad revenues, 2009 - 2012 Billions Billions and % change Worldwide $0.74 $1.86 $4.05 $5.74 $8.09 Non US $0.18 $0.65 $1.86 $2.87 (35.6%) US $0.56 $1.21 $2.19 $2.87 $5.97 (71.6%) $3.48 (47.6%) $2.36 (20.3%) 2009 2010 2011 2012 2009 2010 2011 2012 US 417% 1,468% 678% Non US Worldwide % change (2012 vs. 2009) Source: eMarketer. January 2011 Note: numbers may not add up to total due to rounding. Source: eMarketer, January 2011 HAVAS DIGIT AL www.havasdigital.com %24 %24

Social Media's Growing Importance in the Marketing Mix

shared by youcom on Dec 28
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This infographic provides information about social media and it's effect in marketing. It shows that a growing number of consumer behavior is driven by social media, how people are social networking, ...

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Havas Digital

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Social Media
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