Posts tagged purchase intent
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.
'Earned Media' Gives Brands a Lift in Social Media Advertising
The Nielsen Company and Facebook have done a joint study into the lift in ad recall, awareness and purchase intent from exposure within Facebook.
The study on social media advertising effectiveness looked at three types of ads on the social networking giant:
- Typical ads on the homepage
- Ads that incorporated the names of friends who were brand fans
- Mentions of the brand in a friend’s newsfeed
Ads with “social advocacy” components—that is, those that included information about users’ friends increased recall, awareness and purchase intent significantly.
For example, Facebook users exposed to both a homepage ad and brand mentions in their newsfeed were three times as likely to remember the ad and be aware of the brand than viewers of the homepage ad only.
Purchase intent was four times as great among viewers of any marketing with a social component compared with users exposed to just a traditional ad.
Further, earned media exposures continue to have an effect beyond that of repeated exposure to traditional display ads. Brand awareness and purchase intent showed significant lift even after 10 or more impressions.
