Marketing and all things related

comScore and Yahoo released a new study today examining how consumers use social media, search and online communication tools to research and discuss brands and products.

The study found:

--The Internet has significantly impacted how consumers talk about and recommend brands.

-- Word of mouth -- a trusted source of information -- is amplified online to reach significantly larger audiences.

-- "Brand Advocates" have emerged online as primary influencers, with at least a two to one rate of converting an actual friend or family member to buy the same product or brand.

-- Brand Advocates are incredibly valuable to marketers because they are better connected consumers with a larger sphere of influence.

After reading these bullet points, if you're like me you're definitely wondering who are these "brand advocates" and how do I reach them? Fortunately, the research fills in those blanks.

Brand Advocates are adventurous opinion leaders and social influencers who are slightly younger, more educated and affluent, and spend more time online than non-advocates. They represent approximately 36 percent of the online purchasers surveyed across four categories including consumer electronics, automobiles, vacations and home mortgages. Brand Advocates are more active searchers and conduct 48 searches per month on average compared with 39 searches per month for non-advocates. In addition, half of Brand Advocates use search engines to research prior to purchasing, compared with one-third of non-advocates. By investing in the research process, Brand Advocates feel more satisfied with their decisions post-purchase, and therefore, are more compelled to talk about them. 

It is fascinating to see that such an influential group exists. However, the question of how to reach this influential group remains. And again, the researchers come to the rescue.

Study findings showed that Brand Advocates are taking full advantage of social media tools and actively leveraging them for product purchases. Through instant messaging, chat, community, photo sites and blogging, Brand Advocates are able to influence their vast online social circle. They are 40 percent more likely to use instant messenger when compared with non-advocates and 119 percent more likely to use podcasts. Brand Advocates are also nearly twice as likely to e-mail someone for their opinion and twice as likely to ask or post a question online compared with non-advocates.

Are you using/engaging with/listening to social media yet? If not, why not?