10.09.2009

Social Media Has Direct Influence on Brand Search

 Searchers who use social media are more engaged with brands, more likely to be looking to buy, GroupM Search & comScore. Consumers exposed to social media are more likely to click on a brand’s paid search ad. Investing in social media marketing can both increase initial brand consideration and drive higher conversion rates once the consumer has decided to purchase.


  • Significant and direct correlation between discovery of brands through social media and search behavior
  • Increased paid search click-through-rates (CTR).
  • Social media users exposed to a brand spent 20% more time online
  • Consumers exposed to both brand and paid search spent almost 3 times more time online
  • Searchers who engage with social media far more likely to search for lower-funnel terms
  • Consumers exposed to a brand and paid-search are 2.8 times more likely to search for that brand
  • 50% CTR increase in paid search when consumers were exposed to social media and paid search. 
  • Social media users are 1.7 times more likely to search with the intension of making a list of brands or products to consider purchasing
  • Consumers exposed to influenced social and paid search exhibit 223%  heavier search behavior
  • 50% of social-media exposed searchers search daily for product terms versus with 33%.
  • Consumers searching on brand product terms, exposed to a brand’s social marketing campaign are 2.4 times more likely to click on organic links
  • Among searchers using a brand’s product name in a search query, the CTR increased from 4.5% to 11.8% when users were exposed to both influenced social media and paid search



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