emarketerimage2

Social Media Marketing Drives Purchase Intent and Brand Advocacy

Social media metrics are something always at the forefront of our minds here at Ignite Social Media.  That’s why a recent article by e-Marketer entitled, “Social Campaigns Give Long Term Boost to Brand Metrics” perked our ears up a bit, with emails circulated within the agency, and I had to arm wrestle to get the chance to write this blog post.  The following are quick highlights and the implications from this data that suggests that social media marketing campaigns increase sales indicators.


Social Media Drives Purchase Intent

The first nugget of insight is the potential long term effects social media marketing can have on purchase intent. A recent study conducted by BzzAgent studied consumer purchase intent before and even a full year after the campaigns ended.  The fact that 61% of survey respondents were more likely to make a purchase a full year after a social media campaign is a beautiful reminder that the work we do doesn’t just halt after the campaign has ended, but that it actually plays a long term role in purchase intent.  It also highlights a need for social media marketers to explore multi-touch measurement tools to sift out what purchases are truly influencing sales. We need to get better at tracing these back to social media marketing efforts.

Social Media Drives Brand Advocacy

One major benefit of social media marketing is that the campaigns and ongoing efforts often end up enabling others to share their advocacy.  But you may not have realized that just coming into contact with a social campaign could increase the rate at which these advocates are willing to recommend your product.  The following charts show us that over 61% of brand advocates would recommend a product after exposure to a CPG social media campaign, a 22 percentage point increase from before the campaign.

Overall, these insights show me that 2012 is going to be the year of social media insights. It’s insights like these that validate and prove that social media isn’t only about short-lived engagement, but that engagement has a long term effect on consumers in ways that many social marketers aren’t taking enough credit for.

What are your thoughts of these insights?  Please share in the comments below.

Related Posts

13 Comments
  • Anonymous
    Posted at 10:03h, 05 January

    I think that social media drives trust – essential in pushing someone to make that buying decision.  It’s like when you’re about to purchase a book on Kindle and you’re checking out new titles based on user reviews/star rating to help you choose which one to buy.  Thanks for sharing the stats anyway and happy new year! More Success!

  • aaroneden
    Posted at 10:03h, 05 January

    I think that social media drives trust – essential in pushing someone to make that buying decision.  It’s like when you’re about to purchase a book on Kindle and you’re checking out new titles based on user reviews/star rating to help you choose which one to buy.  Thanks for sharing the stats anyway and happy new year! More Success!

  • Judy Caroll
    Posted at 06:23h, 26 January

    Hi Lisa, 

    Thanks for this.  The reason why people give up too soon is that they don’t see the long-term role of social media in their business.   I believe we all need to start somewhere, and success does not happen overnight.  Social media marketing for me requires a special kind of patience and awareness.  It means being able to wait for a while and being able to look ahead and see the likely results of what we are doing right now.

    Best, 

    Judy

  • Judy Caroll
    Posted at 06:23h, 26 January

    Hi Lisa, 

    Thanks for this.  The reason why people give up too soon is that they don’t see the long-term role of social media in their business.   I believe we all need to start somewhere, and success does not happen overnight.  Social media marketing for me requires a special kind of patience and awareness.  It means being able to wait for a while and being able to look ahead and see the likely results of what we are doing right now.

    Best, 

    Judy

  • Web Design Bournemouth
    Posted at 05:22h, 20 March

     I agree with Judy –

    You have to form a long-term plan that you can stick to.  Too many companies go all-at-it initially and kind of burn themselves out without waiting for the long-term results to come in.

  • Web Design Bournemouth
    Posted at 05:22h, 20 March

     I agree with Judy –

    You have to form a long-term plan that you can stick to.  Too many companies go all-at-it initially and kind of burn themselves out without waiting for the long-term results to come in.

  • Google Analytcis
    Posted at 00:02h, 06 April

    I agree, social media helps us to be well known by our product. Many companies now usually undergo in that way and not all become successful in their career. I think more larger ideas and plans that you will need to do in order to help business men if the result of their hardworking will be worth it in the end.

  • social media
    Posted at 17:05h, 11 April

    Great info and awesome blog, very informative. Thanks for the post.

    http://www.voziq.com/social-media-analytics/

  • Anonymous
    Posted at 07:25h, 11 May

    Social media marketing has made it significantly easier for businesses to socialize with customers. Companies that integrate this strategy access to tools that can improve brand acknowledgement to maintain current customers and obtain new ones.

  • buy google circle followers
    Posted at 07:25h, 11 May

    Social media marketing has made it significantly easier for businesses to socialize with customers. Companies that integrate this strategy access to tools that can improve brand acknowledgement to maintain current customers and obtain new ones.

  • Multivariate Testing
    Posted at 11:31h, 14 May

    Social media is the best way to negotiate with your costumer easily. It’s like talking with them without you presence. It is practically used by many business owners because it is an easy way to socialized with your costumers directly.

  • Multivariate Testing
    Posted at 11:31h, 14 May

    Social media is the best way to negotiate with your costumer easily. It’s like talking with them without you presence. It is practically used by many business owners because it is an easy way to socialized with your costumers directly.

  • Social Media Marketing
    Posted at 23:52h, 13 July

    For both purchase intent and brand advocacy could be easily driven by the use of social media. one great reason that you will have more drives on the brand on your business is that when your’e going to use the social media, you will be able to have a good marketing plan upon promoting your business. therefore, the social media were greatly plays a very big role when we talk about business today.

Post A Comment