The Golden Age of Video - By Ricardo Autobahn
via youtube.com
Loving this.
The Influenced: Social Media, Search and the Interplay of Consideration and Consumption
A study announced today by GroupM Search, comScore and M80, exploring the interplay of search marketing and social media, reveals the dramatic correlation influenced discovery of brands through social media has with search behavior, including more lower-funnel searches and increased paid search click-through-rates (CTR).
The study,“The Influenced: Social Media, Search and the Interplay of Consideration and Consumption,” explored the correlation between social media exposure and search behavior across different verticals, including automotive, consumer packaged goods and telecommunications.
Key findings include:
- Consumers exposed to a brand’s influenced social media and paid search are 2.8x more likely to search for that brand’s products
- There was a 50% CTR increase in paid search when consumers were exposed to both influenced social media and paid search
- There was a 42-point lift in searcher penetration around brand product terms when consumers were exposed to both influenced social media and paid search compared to paid alone
What the study tells us is bigger than correlation, making the topic at large, Discovery. We’ve learned how internet users discover and engage with brands in social media and how that discovery influences search behavior. The findings help us to better understand how the intent expressed by consumers via search is established through social media exposure and the interplay between the two channels.
Of note, it further validates our view that generating upper-funnel awareness and influencing consideration through influenced social media (social media leveraged by a brand advertiser) can produce better down-the-funnel performance with paid media, such as paid search. In our white paper, we expand on the findings and address the value of the synergy between paid, owned and earned media. Additionally, we address the state of media today, challenges advertisers face, and introduce the discussion of Media Delivery and Media Discovery and the new thinking we must consider in making maximizing engagement that drives lower-funnel activity.
For those of you who haven't heard of RhondaForever, check out the video on the RhondaForever site. It's a 3D drawing package that I guarantee you will be hearing about in the future.
Rhonda was built in 2003 by a clever guy called Amit Pitaru and an artist calledJames Paterson uses it alot.
Very recently it's been announced that some very high-calibre Flash developers have joined the development team to release the software.
Now this video shows that they're getting closer at taking 3D drawings made in RhondaForever and importing them into 3D software packages such as Cinema4D.
Looks really interesting...
Digital storyteller and Creative Technologist
