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Marketing in social media not off-putting to users
More research has added weight to the assertion that social network users are receptive to brand marketing messages in their various social environments and are happy to recommend products or services themselves.
The joint study, released this week by Performics and ROI Research, found that while sites such as Facebook and Twitter were primarily for socializing, branding and marketing content was widely accepted.
Not just accepted, it seems, but often acted upon. Many people took action after seeing a brand mentioned on a social channel. For instance, the study of 3,000 active social network users in the U.S. found that almost half (48%) of Twitter users who saw a brand's name mentioned on the site would go on to use a search engine to investigate further.
- 34% have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site,
- 30% have learned about a new product, service or brand from a social networking site,
- 32% said messages about printable coupons on social sites resonate with them,
- 28% said messages about sales or special deal notifications resonate with them.
So, marketers need not give social media a wide berth when it comes to disseminating brand information. The keys are to find the right "voice" and the right buttons to press to pique their interest and encourage further engagement and conversation.
"Social networks are creating a monumental shift in how people communicate with each other and with brands," said Michael Kahn, SVP of Marketing at Performics. "The results of this study can help marketers better understand where and how consumers interact with social media sites and what types of offers and communications engage them and motivate them to act.
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