Social Media boosts Purchase Intent even after a year
Looking at the impact on brand metrics is a preoccupation of any social media manager or digital planner worth their salt. Likes and shares are great, but those interactions have to actually mean something!
Trouble is, there isn’t much research around. BzzAgent (social media marketing arm of dunnhumby) are trying to rectify that.
Beginning in summer 2010 they began studying the immediate and lingering results of several social media marketing campaigns involving consumer packaged goods (CPG) brands in the USA (or FMCG as we call them here in the UK) and brand advocates.
Purchase Intent in Social Media
Before the campaign, 38% said they would purchase as would recommend the brand.
Immediately after the campaign, the number shot up more than 30 percentage points and remained at 69% for three months. After a year, purchase intent was still elevated as high as 61%.
Read the full article at eMarketer.
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vincekg reblogged this from digital-diva
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analyticisms reblogged this from digital-diva and added:
piece by BzzAgent,...measuring word of mouth...impact of...
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