NEW YORK - The future of advertising will be largely influenced by consumer behavior in social networks, according to an industry survey of of 230 brand managers, executives, and marketing professionals by The Pivot Conference. The report also notes that the research, mainly conducted to reveal the interest in and utilization of Social Advertising, provided high-level insights into the state and future of the industry.
Brian Solis, editorial director at Pivot said the research revealed that the future of advertising will be largely influenced by consumer behavior in social networks. “Those brands that listen, measure and evolve programs as a result, will push advertising forward — to the benefit of consumers and ultimately the brand,” according to Solis.
Social Advertising is mostly integrated into campaign planning, with 70% of brands stating that their social advertising planning is done at the same time as the rest of the campaign. In addition, 70% of brands state that they use traditional media to drive engagement in social advertising, by incorporating a social network address into a traditional advertisement.
Brands are turning to the social consumer for endorsement of products and services. Over 80% of brands encourage user involvement, with 58% seeking users to become involved with the brand, and an additional 16% hoping consumers will endorse products or the company within their social streams.
The research also revealed that in social media, engagement doesn’t operate with an on/off switch. Consumers are always-on and expect the same from those with whom they connect. 75% of brands agree, claiming that social advertising is an ongoing program.
“The Social Consumer is always-on, always-connected,” according to Mike Edelhart, chief revenue officer for the Tomorrow Project, which owns Pivot.
Full report (requires completing short form)
- What do social consumers want? Social marketers miss the mark
- 35 business social media insights from Brian Solis
- Facebook, Youtube, Twitter dominate social media brand ranking
- Social media playing greater role in influencing purchase decisions
- People following brands on Twitter more likely to buy, recommend
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