Use of Twitter, Facebook for Brand Interaction Growing
Social media sites like Facebook and Twitter are increasingly becoming part of users everyday interaction with brands, according to one report released today.
After polling more than 1,500 people, the survey by interactive marketing company ExactTarget found that about 40 percent of people are using these two social networks to supplement their news and information about brands and deals. The report showed that consumers are interacting with brands in a savvy "layered" approach that includes "likes," follows, and permission-based e-mail marketing.
“Consumers don’t silo their engagement with brands to a single channel, instead they tend to ‘layer’ marketing channels on top of one another to meet their different objectives,” said Morgan Stewart, principal, ExactTarget’s research and education group. “The things that motivate consumers to go online initially dictate where and how they choose to engage with brands – whether that be email, Facebook or Twitter.”
Additionally, the survey uncovered some interesting data on the consumers themselves:
- More than 90 percent of consumers that are a fan of, or “like,” at least one brand on Facebook also receive at least one permission-based marketing email per day.
- More than 75 percent of consumers that follow at least one brand on Twitter subscribe to at least one brand’s email marketing.
- Nearly half of consumers who engage with brands via Twitter do so silently, regularly reading tweets even though they do not have their own Twitter account.
- 45 percent of mothers with children living in the home identify themselves as ‘Deal Seekers’ and on average are a fan of 10 brands on Facebook, follow 10 companies on Twitter and receive 14 permission-based marketing emails daily.
- 33 percent of consumers identify themselves as Info Seekers, influenced most heavily by product reviews and other forms of user-generated content.
- While 28 percent of consumers under the age of 25 identify themselves as “social butterflies” and fan the most brands on Facebook, they are more likely to buy from companies that send them permission-based email.