How social media work helps your marketing

A new research study by GroupM Search and Comscore shows how effectively social media campaigns can help the bottom line – not just through direct results but also through altering people’s future behaviour:

“Social media-exposed consumers are far more likely to search for brand and product-related terms, and click on a brand’s paid search ad,” said Graham Mudd, vice president of comScore, Inc. “This finding provides strong evidence that investing in social media marketing can both increase initial brand consideration and drive higher conversion rates once the consumer has decided to purchase.”

Amongst their detailed findings are that,

Consumers exposed to a brand’s influenced social media and paid search programs are 2.8x more likely to search for that brand’s products compared to users who only saw paid search.

The study also showed a 50 percent CTR increase in paid search when consumers were exposed to influenced social media and paid search. This revealed consumers exposed to social media are more likely to click on a brand’s paid search ad compared to those exposed to the brand’s paid search alone. Among searchers using a brand’s product name in the query, the CTR increased from 4.5 percent to 11.8 percent when users were exposed to both influenced social media and paid search around a brand.

In organic search, consumers searching on brand product terms who have been exposed to a brand’s social marketing campaign are 2.4x more likely to click on organic links leading to the advertiser’s site than the average user seeing a brand’s paid search ad alone.

You can read further details in their press release.