Social Media Not Preferred Recommendation Resource by MediaPost Online Media Daily
In a study asking consumers to rate the most influential sources of information for their purchase decisions, 59% said “personal advice from friends or family members,” followed by 39% search engines, 36% articles in newspapers or magazines, online articles 28%, email 20% and social media 19%. Three caveats: first, though low, the influence of social media is growing. Second, social media and search are rated more influential by younger buyers and high-income consumers than by other groups. Third, the survey was heavily consumer-oriented; b2b figures would be different. The key takeaway — companies can’t put all of their marketing eggs in one basket, but need to balance budgets across several areas including email, social media, organic SEO, paid search and offline campaigns.
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