If you’re looking for some hard evidence that companies are focusing on communicating directly with existing and prospective consumers with content placed in social media sites, the 2009 Survey on Marketing, Media and Measurement has the data.
This ability to use new media channels to reach audiences directly, and to measure the value of their response and interaction, is advancing a trend: companies are abandoning other media platforms in favor of creating their own branded, original content in social media channels.
Back in 2002 Forrester Research said success online was all about the content and it seems that part hasn’t changed. What has change is where we find that content and how we consume it.
“Marketers have been aware of the effectiveness of building relationships and trust with content since long before the Internet,” said Gordon Plutsky, Director of Marketing and Research, King Fish. “More and more marketers are abandoning old media — and traditional advertising — to venture out on their own with original content.”
And it is working: Blendtec has seen a 5X increase in sales since they launched their Will it Blend? videos. HerRoom created an interesting series called What is She Underwearing? They launched this content feature late last year and it’s been one of the actions that resulted in the steadily increasing traffic to their site.
Some key findings of the King Fish Media 2009 Survey on Marketing, Media and Measurement:
- 86% of respondents’ companies are currently creating or plan to create original content for their customers and prospects in the coming year.
- 81% believe that brands and companies can create content that is as engaging and informative as content created by media companies.
- 74% feel that original content and media are most effective for generating marketing ROI.
- 70% are spending more today to reach customers and prospects directly with branded content than they did three years ago.
As companies take on the role of publisher and create more and more branded content on social sites, that content also has to have a place on their own website. Journalists, bloggers and website visitors want an easy way to find and share your social content online.
Consider upgrading to a social media newsroom in 2010.
Download the complete survey at King Fish Media.
Image credit: Intersection Consulting
