Data indicate that social media continues to be the fastest growing and most influential marketing channel. Social media is an enormously important component of your overall marketing and communication strategy. In fact, data support it as one of the most efficient and effective channels to engage your users and constituents.
IMPACTS tracks data regarding the reach (i.e. the relative efficacy of each channel in terms of its ability to deliver a message within any defined duration), trust (i.e. the perceived credibility of various sources), and amplification (i.e. the re-distribution potential) of various information channels. I originally posted baseline tracking data in 2012, along with an analysis of the reach, trust, and amplification measurements – all of which collectively contribute to the “overall value” metric.
Having trouble seeing the data? You can open it here: IMPACTS Updated Overall Value for Sources of Information – 2014
This data derives from a Media Consumption & Usage Study with a sample size of 13,584 adults from North America and Western Europe, and was most recently updated courtesy of a project with Stanford University. The grace of time has solidified trends suggesting the ascendancy of certain information channels that are increasingly vital to an effective communications strategy. Below are a few notes on the updated findings. Mostly, the findings echo and reaffirm suggestions indicated from previous years.
1) Social media delivers the greatest overall value as a marketing channel and information source
Thanks in large part to the reach (i.e. the ability to reach audiences during a defined duration) and amplification capabilities (i.e. the re-distribution potential) of this platform, social media continues to grow in terms of its overall value as a marketing and communications channel. Digital “touch points” continue to play bigger and bigger roles in cutting through online noise – especially because of the real-time nature of this platform and the ability to have and view more personalized interactions.
2) Data do not currently support a finding that word of mouth is suffering because of technology
While word of mouth (person-to-person interactions) experienced a steep decline in 2012, its value has remained relatively stable since. This indicates that, indeed, people are still communicating beyond of the web (e.g. SMS and phone calls fall within this category of communication). While this may be shocking to… well, no one…it is interesting to monitor this channel – especially as it relates to the weight of peer review sites such as Yelp or TripAdvisor.
3) Mobile web and peer review sites remain on the rise
Mobile web continues to represent a growing channel. IMPACTS data contemplate “mobile web” separately from “web” so that we may both follow this trend and also assess if the platform (e.g. smartphone) plays a role in the perception of the channel. (In other words, does the market attribute different levels of trust to the web when accessed via smartphone or another method?) Peer review sites such as Yelp and TripAdvisor remain influential. This finding underscores the importance of third-party endorsements when contemplating potential behaviors. In fact, channels that represent paid endorsements (e.g. direct mail, television, radio) exert relatively little influence on the market when compared to their testimonial-based counterparts. [According to the model of diffusion, the coefficient of imitation (i.e. what people say about you) is 12.85 times more important to building reputation than the coefficient of innovation (i.e. what you say about yourself).]
4) Web is affected by the real-time nature of social media channels
While this is an interesting metric to continue to watch, the decrease in web may be affected by the preference for more real-time, ongoing, “living” communication such as the type of communication provided by social media. The role of your website has changed – and this data underscores that it continues to change. Increasingly, the role of your website may be to facilitate and support communication on social platforms, which data suggest may play a more important role in motivating a desired offline behavior.
5) Print media and more traditional channels remain in general decline
This may also relate to the model of diffusion (see #3) and an emerging market preference for “personalized” communications (i.e. the perceptual opposite of “mass” media). Moreover, these traditional channels are more difficult to access in today’s world. A strong caution: These numbers do not intend to suggest marketing fund allocation or an advertising plan. Television or print may play an important role in a campaign and should be contemplated as a component of an integrated strategy.
6) Email is losing ground
While email retains its place as a reliable communications tool, its overall value is decreasing (which has been predicted and reported even a few years ago). When it comes to email, it may be a good idea to “ride that wave until it dies”…but be ready to catch a new wave as soon as it does! In other words, it’s a good idea to be thinking about and cultivating other methods for retaining constituents if email is currently your primary method.
This data serves as yet another reminder of the recent, rapid evolution in the ways that people communicate, spread information, and find value in marketing messages. This is more than just anecdotal word on the street; it is compelling evidence of the way that our society behaves. It remains true that CEOs and managers slow to “believe” in the power of online platforms and social media may need to lower the printed brochure in their hands, put away the flyers, and move their communications into the present.
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About the author
MPA. Chief Market Engagement Officer at IMPACTS Research & Development. Nonprofit marketer, Generation Y museum, zoo & aquarium writer/speaker, web engagement geek, data nerd, marathoner, nomad, herbivore