Social Marketing May Fall Short in Targeting Brand Advocates
Social marketing may not be a magic bullet when it comes to targeting online brand advocates, according to a new report from JupiterResearch.
While a quarter of all online adults are considered influential brand advocates, they actually spend more time researching and purchasing than spreading the word, according to the New York-based research firm. And, these advocates report a preference for mainstream – rather than social – media when it comes to gathering information.
According to the report, influential brand advocates are defined, in part, by their purchase behavior and high rate of online activity – more than two-thirds of brand advocates research and purchase products online compared to slightly over half of all online users who do so. Because of these traits, social marketers must focus on attracting this segment of the online population in ways to which they are more receptive.
“Although a high level of online activity may suggest the influential brand advocates would respond to social marketing tactics, they are actually more traditional in their manner of research,” says Emily Riley, an analyst at JupiterResearch in a statement. “This group is more likely to read a blog for information rather than create their own; advocacy toward a product or service is most likely to be generated by word-of-mouth.”
Value and reliability were cited most important purchasing factors for brand advocates. For this reason, social marketers should target this group by aiding in their research activity through product microsites or product previews rather than blogs and user-generated content.
“Marketers will have an easier time of attracting more brand advocates if they target this group with the right tactics,” notes David Schatsky, president of JupiterResearch. “Behavioral and content targeting are likely to attract brand advocates, since more than half of this segment is likely to pay attention to online ads that fit their interests or current activity.”
