According
to a new study from the Advertising Research Foundation, nearly
one-third of shoppers said social media influenced their brand
preference, either by introducing those consumers to brands they were
unfamiliar with or changing their opinion of a brand during the
shopping process.
The study also determined that,
thanks in part to social media, the purchase process never ends. With
constant updates from social networks (including from
friends and colleagues who are talking about their own recent purchases
in social networks), consumers are constantly shopping, even if they are
doing it in a passive manner.
“People have a
[predetermined] mental image of the marketplace even if they’re not in
it. Even if you’re not a snowboarder, you probably have an image of what
the market
is like,” Todd Powers, executive vice president, primary research, the
Advertising Research Foundation, tells Marketing Daily. “By the
time you start that active search, you
already have the view of the marketplace. The old image we had was using
the funnel. Those stages still exist; they’re not linear anymore.”
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