News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
nRelate: People aren't clicking on socially shared content
When it comes to finding content, social media isn't performing to the highest standard. According to new data from nRelate and Ask.com Americans are more likely to click on the 'related links' buttons below news stories than they are to click onto stories shared through social networks.
The Behavior Shift: Getting Content in Front of Consumers report finds that three-quarters of Americans aren't engaging with content because a friend shared it on Facebook, Twitter or Pinterest. Instead, they are clicking onto search query results (48%) and links at the bottom or articles they're read (28%). This trend shift is also true for consumers looking for product information. Fewer are clicking because of links on Facebook while more are purchasing because of information on the manufacturer site (44%), because of search engine results (31%) or expert commentary (28%).
For both content consumption and product information, those who click because of Facebook links is 10% or under.
Researchers studied more than 2,000 content consumers (October 2012) to come to their results.
"No single search engine or website is the sole gateway to content discovery," said Neil Mody, CEO of nRelate. "Today it's a fragmented, highly contextual, often serendipitous process. Yet there's no arguing good content is in high demand: consumers spend more than seven hours a week actively looking for it, viewing up to four articles and three videos per session on average. Content creators and marketers should pay special attention to this evolving behavior to maximize their visibility and reach."
On the plus side, most Americans are actively looking for content. According to the report 92% of US adults spend at least 7 hours per week looking for content and these readers engage with at least three articles per viewing session.
What's a brand to do when people aren't engaging through social shares? Researchers' suggestions tomorrow from nRelate.
- Traditional external agency model failing to meet marketers' needs
- Few marketers intend to invest in marketing technology in 2017
- Kinetic email boosts unique click and click-to-open rates
- Study: GenX, Y most likely to BOPIS
- Experts: Why points aren't enough for loyalty
- How to win the Amazon Buy Box
- More brands building relationships with bloggers
- Consumers prefer human touch for insurance buying, claims
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...