Marketers are Still Missing the Social Media Target

Media multi tasking has changed influences prior to purchase

BIGResearch’s latest simultaneous Media Usage Study raises a big flag for marketers and PR practitioners: you’re operating in a new reality of a consumer controlled communication model. 

This is not the first time we’ve heard that the traditional media models aren’t working, but this study clearly show the mismatch between where consumers are being influenced and where marketers are placing  theri messages.

And it applies just as much to PR and media relations. If we are chasing the old media model we’re missing the most effective ways to reach and influence our audience.

When asked which media most influence their purchase decision for various product categories, consumers’ choices are rarely in line with advertisers expenditures, says the report

Top 5 Media Influences on Consumers Buying a Car
Purchase Influence	Consumers Influenced	Automotive Industry Ad Spend %
1. Word of Mouth	30.4%	NA
2. TV Broadcast	24.1%	47.1%
3. Read Article	21.3%	NA
4. Newspaper	20.2%	30.0%
5. Magazine	17.5%	11.3%
Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007

Top 5 Media Influences on Electronics Purchases
Purchase Influence	Consumers Influenced	Electronics/Home Furnishings Industry Ad Spend %
1. Word of Mouth	42.6%	NA
2. Read Article	34.1%	NA
3. TV Broadcast	32.3%	36.2%
4. Newspaper Inserts	32.0%	4.40%
5. In-Store Promo	27.2%	NA
Source: (Includes) Home Furnishings, Appliances and Electronics and BIGresearch, 2007

"New media options such as online search, blogging, email, texting, video, streaming and social networks such as MySpace and YouTube have expanded the Word of Mouth universe and made traditional advertising less relevant for many," said Joe Pilotta, VP, Research of BIGresearch

Understanding this new model is the first step to using it effectively.  Attend Social Media Club meetings in your area and find a good SEO PR training session for your PR and marketing staff.