Consumers are more willing to engage with and purchase from brands on social networking sites than previously thought, according to a recent survey from Performics and ROI Research. This is especially true if the ads and marketing messages they receive include offers for discounts, specials, deals freebies, points or sweepstakes.
The study found that more that 34 percent of respondents have used a search engine to find information on a product, service or brand after seeing an advertisement on a social networking site. In addition, 30 percent said they learned about a new product, service or brand from a social networking site. About 32 percent said messages about printable coupons on social sites resonate with them, while 28 percent said messages about sales or special deals made an impact with them.
“Social networks are creating a monumental shift in how people communicate with each other and with brands,” said Michael Kahn, SVP of Marketing at Performics. “The results of this study can help marketers better understand where and how consumers interact with social media sites and what types of offers and communications engage them and motivate them to act.”
The study also reveals the opportunity for engaging with consumers on social networking sites. For example, 46 percent of respondents said they would talk about or recommend a product on Facebook. In addition, 44 percent of YouTube users said they have gone to an online retailer or ecommerce site after learning about a brand on a social network site.
“We knew that these sites are extremely popular for socializing, but the level of interest for branding and promotional marketing content is surprisingly large,” said Scott Haiges, president of ROI Research.