Abstract
Overview
Introduction
Globally, the use of online social networks as a means to communicate and
interact is rising sharply. Interactive social media has given people more
control over their media experience. This creates both new opportunities and
challenges in marketing. This report will help you understand when and how to
utilize social media as part of a successful marketing strategy
Scope
- Detailed insights and analysis documenting the drivers behind the
continued popularity of online social media
- Key country-by-country data outlining social network memberships, internet
access, broadband access and mobile phone ownership
- Strategic conclusions and actionable recommendations on harnessing the
power of social media for marketing purposes
- Global scope - countries covered: France, Germany, Italy, Netherlands,
Spain, Sweden, UK, US, Australia, N. Zealand, Japan, China, S. Korea, India
Report Highlights
Across the globe, consumers are becoming more connected through the help of
new technology. In particular, increased broadband internet access has
encouraged new internet users, as well as those already using the internet to
spend more time on it, because it enhances the user experience and makes the
evolution from Web 1.0 to Web 2.0 possible.
It is incorrect to assume that successful Online Social Networking (OSN) based
marketing is only relevant for brands targeting younger consumers. Although
they remain the core group driving the trend, the reality is that OSN is also
relevant to a broad range of age cohorts.
Social media derived marketing needs to be engaging and not overly forced.
Consumer packaged goods companies that would be especially well-advised to
engage in the commercialization of social networking are those whose target
market already feels a strong sense of engagement.
Reasons to Purchase
- Obtain a detailed understanding of consumers' need to connect online and
how this can be effectively leveraged commercially
- Use the latest evidence based insights to structure effective marketing
campaigns through social media
- Access a compelling blend of quantitative and qualitative data
illustrating consumer attitudes and best-practice marketing across the globe
- Online Social Networking
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