Razorfish, a marketing agency, who believes in Internet marketing and a positive consumer experience, released a report on social media. The report, “Fluent: The Razorfish Social Influence Marketing Report” discusses how influential the world of social media marketing is becoming in this digital age.
Here are some key points from the report as according to Razorfish.
The Survey
Razorfish surveyed 1,000 consumers across various social media networks from the general population between the ages of 18 to 55. The survey uncovered that over 56% of the surveyed consumers spend over $50 per month on the Internet.
Centralized Social Media
The report discusses how traditional top-down branding will become increasingly ineffective as social media marketing takes over. As per survey results, 80% of consumers belong to at least one social media site, whereas only 40% are an active member of two. This leads to the conclusion that consumers prefer to focus their energy in one particular network, rather than dispersing their attention over various networks.
This is great news for social media platforms that consolidate various networks into one central hub, making it easier for people to treat various networks as one centralized, comprehensive social network.
Consumer Conversation
The frequency of sharing product information is on the rise, according the report. Of the surveyed consumers, 71% say they share a product, service or restaurant recommendation with others online at least every few months.
29% of respondents report sharing their product views online at least every few weeks.
10% of respondents report sharing their product views at least every few days.
62% of participants said they did not seek opinions about brands through social media.
The Marketing Revolution
So what does this mean for marketing strategy as a whole? Simply put, brands need to avoid pushing information about their product with traditional advertising methods. Brands need to genuinely participate in conversation about their product within their networks. Social media is designed to engage and connect consumers with common interests.
Rather than simply disseminating content about your brand out to various social media sites hoping to grab attention, a brand genuinely needs to engage with individual consumers to inspire viral marketing, so consumers themselves advocate your product.
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