by Media Optimiser
O. Gaywood
O. Gaywood
New research from Performics and ROI Research has shown that advertisers on social networking sites are reaping the benefits from these platforms - but only if they develop relevant messages in the consumers' lexis. Thirty-four per cent of the survey's 3000 US respondents said they visited a search engine after seeing an ad to find out more about a new product, service or brand and 30% say they've learned about something new through such an advert. One fifth of people even admitted to discussing adverts on social networking sites after seeing them elsewhere.
The survey also found out the kinds of messages that people like to see. Top of the table was printable coupons (32%), followed by sales and special deals (28%) and offers to win points (23%).
The researchers' delve into social networkers' minds also showed that marketers have moved away from direct branding and that, by moving into promotions and offers, it showed they were beginning to understand the desires of their target market.
Scott Haiges, president of ROI Research, said: "One in four respondents have four or more active social network accounts and more than one quarter access their Facebook or Twitter accounts at least once a day via their mobile phone. We knew that these sites are extremely popular for socialising, but the level of interest for branding and promotional marketing content is surprisingly large."
