|By Business Wire||
|November 27, 2012 05:12 PM EST||
A new study issued today by digital advertising technology company SocialVibe reveals that 70 percent of consumers actively engaged in social media have made a purchase as a result of being connected to a brand online — whether on Facebook, Twitter, YouTube, Pinterest or Google+.
The study also revealed that 61 percent of consumers first consider the brands they are connected with when shopping.
“Connections” in the study are defined as a consumer choosing to connect with a brand online through an action such as “liking” the brand on Facebook, or “following” it on Twitter, YouTube, Pinterest or Google+. For the study — conducted by the Digital Marketing Intelligence team at independent research firm GfK — 878 consumers opted in to take a survey across SocialVibe's network of premium partner sites. The study aimed at better understanding the dynamics of consumers connecting to brands through online social channels.
Key findings from the study include:
1) Brand connections drive purchase behavior
The study revealed that 70 percent of consumers socially connected to a brand online have made a purchase as a direct result of that connection, demonstrating that social connections are becoming increasingly important for brand marketing efforts.
According to the study, 19 percent of consumers make purchases “often” and 29 percent make purchases “sometimes” because of brand connections. Similarly, many consumers are testing these waters, with 22 percent having made a purchase once or twice because of a brand connection.
2) Consumers connect to re-experience brands
Twenty percent of consumers connect with brands because they’d like to receive special offers, which suggests that they want to repurchase with an offer or discount. These connections are providing consumers with a direct outlet to deals from the brands they prefer.
“Connections are really a consumer’s way of saying that they would like to spend more time with the brand,” said John Capano, chief marketing officer of SocialVibe.
The study also found that 16 percent of consumers choose to connect with a brand because they want to stay up-to-date on the brand’s news and information, further illustrating a consumer desire to deepen the brand experience and an important takeaway for brand loyalty operations.
3) Once connected, consumers regularly stay in touch
Results from the study also indicate that 23 percent of consumers check back weekly for updates on the brands they’re connected to, with as many as 17 percent of consumers monitoring brands for updates on a daily basis — a powerful finding for brands looking to carry the experience forward.
“Driving lasting connections with a brand through social properties like their Facebook page or Twitter handle provides an avenue for ongoing conversation, and these longer-term relationships are much more valuable to brand loyalty than a one-time experience,” said Jamie Auslander, director of research for SocialVibe.
4) Connections have to be carefully preserved
The study further found that 37 percent of consumers who build these online social connections with brands also terminate them by un-liking, un-following, etc.
“Brands need to be mindful that connections can be both powerful and disruptive to the social experience,” said Tiffany Leslie, director of marketing communications for SocialVibe. “They need to carefully determine the balance between driving loyalty and overwhelming their advocates.”
One-third of consumers who disconnected from brands did so because they were receiving too many updates.
“With 22 percent of consumers indicating that they did not see the value in staying connected, brands have to reinforce why consumers should remain connected with them rather than simply repeating the ‘Like us on Facebook’ mantra,” Leslie said.
SocialVibe combines the power of an extensive network of premium online and mobile partners, a large, 750x500 rich media ad unit, and innovative new placements such as value exchange and interstitials to deliver proven results for brands and marketers. This combination is one of the most powerful in digital advertising, driving industry leading results like five to 10 times the engagement of display, 60 seconds time spent, 80 percent-plus completion rates and more than 15 percent lift in key brand metrics including consideration and purchase intent.
To see examples of engagements with “connections” from leading brands, visit: http://www.socialvibe.com/advertisers-gallery.html
SocialVibe is a next-gen digital ad-tech company that powers engagement advertising for some of the world’s top brands. In today’s online landscape where consumer attention is hard to capture, SocialVibe’s interactive ads deliver better results through deeper engagement by delivering an improved consumer experience and more powerful brand interaction. As a pioneer and recognized leader in engagement marketing, SocialVibe enables advertisers to reach consumers where they are most passionately engaged across the web and mobile, including social, social gaming, content, music, video, Wi-Fi, travel and sports. SocialVibe is based in Los Angeles, Calif., with offices in New York, Chicago, San Francisco, Atlanta and London. For more information, visit socialvibe.com or engage with us on twitter.com/socialvibe.
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
Dec. 1, 2015 04:00 PM EST Reads: 499
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
Dec. 1, 2015 03:00 PM EST Reads: 385
Most of the IoT Gateway scenarios involve collecting data from machines/processing and pushing data upstream to cloud for further analytics. The gateway hardware varies from Raspberry Pi to Industrial PCs. The document states the process of allowing deploying polyglot data pipelining software with the clear notion of supporting immutability. In his session at @ThingsExpo, Shashank Jain, a development architect for SAP Labs, discussed the objective, which is to automate the IoT deployment process from development to production scenarios using Docker containers.
Dec. 1, 2015 03:00 PM EST Reads: 145
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, rich desktop and tuned mobile experiences can now be created with a single codebase – without compromising functionality, performance or usability. In his session at DevOps Summit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, demonstrated examples of com...
Dec. 1, 2015 02:45 PM EST Reads: 447
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningful and actionable insights. In his session at @ThingsExpo, Paul Turner, Chief Marketing Officer at...
Dec. 1, 2015 02:15 PM EST Reads: 451
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Dec. 1, 2015 02:00 PM EST Reads: 548
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
Dec. 1, 2015 01:45 PM EST Reads: 358
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now all corporate assets – people, objects, and spaces – can share information about themselves and thei...
Dec. 1, 2015 12:00 PM EST Reads: 310
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and technology requirements that will drive the Internet of Things from hype to reality.
Dec. 1, 2015 11:45 AM EST Reads: 476
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessions, I wanted to share some of my observations on emerging trends. As cyber security serves as a fou...
Dec. 1, 2015 11:45 AM EST Reads: 375
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Yet a closer inspection at the data reveals less than half of these cloud projects involve production...
Dec. 1, 2015 11:00 AM EST Reads: 514
Countless business models have spawned from the IaaS industry – resell Web hosting, blogs, public cloud, and on and on. With the overwhelming amount of tools available to us, it's sometimes easy to overlook that many of them are just new skins of resources we've had for a long time. In his general session at 17th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, an IBM Company, broke down what we have to work with, discussed the benefits and pitfalls and how we can best use them to design hosted applications.
Dec. 1, 2015 10:45 AM EST Reads: 136
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true change and transformation possible.
Dec. 1, 2015 10:00 AM EST Reads: 579
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem" in this scenario: microservice A (releases daily) depends on a couple of additions to backend B (re...
Dec. 1, 2015 09:00 AM EST Reads: 485
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Dec. 1, 2015 08:00 AM EST Reads: 397
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
Dec. 1, 2015 08:00 AM EST Reads: 255
Container technology is shaping the future of DevOps and it’s also changing the way organizations think about application development. With the rise of mobile applications in the enterprise, businesses are abandoning year-long development cycles and embracing technologies that enable rapid development and continuous deployment of apps. In his session at DevOps Summit, Kurt Collins, Developer Evangelist at Built.io, examined how Docker has evolved into a highly effective tool for application delivery by allowing increasingly popular Mobile Backend-as-a-Service (mBaaS) platforms to quickly crea...
Dec. 1, 2015 08:00 AM EST Reads: 397
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound effect on the world, and what should we expect to see over the next couple of years.
Dec. 1, 2015 06:30 AM EST Reads: 515
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, wil...
Dec. 1, 2015 05:00 AM EST Reads: 623
PubNub has announced the release of BLOCKS, a set of customizable microservices that give developers a simple way to add code and deploy features for realtime apps.PubNub BLOCKS executes business logic directly on the data streaming through PubNub’s network without splitting it off to an intermediary server controlled by the customer. This revolutionary approach streamlines app development, reduces endpoint-to-endpoint latency, and allows apps to better leverage the enormous scalability of PubNub’s Data Stream Network.
Dec. 1, 2015 05:00 AM EST Reads: 362