Marketers who took to new media in a big way and laid the early groundwork are likely reaping the benefits right now and taking a well-deserved pat on the back.
Data from the 2009 Cone Consumer New Media Study shows that four out of five new media users (Twitter, Facebook etc.) interact with companies and brands online. That’s a very healthy 32 percent gain from 2008. About 37 percent are doing so at least once a week - up from 25 percent a year ago.
The Cone study finds that 95 percent of new media users feel companies/brands should have a presence in new media; interacting with their consumers this way scored with 89 percent of users also. Companies or brands already using new media and participating actively with consumers were regarded quite favorably by users. In fact, users indicate they:
* Feel a stronger connection (72%, up from 56% in 2008)
* Feel better served (68%, up from 57% in 2008)
* Have a more positive image (74%)
* Are more willing to engage (70%)
* Have an improved opinion when one of their friends interacts (64%)
* Choose to "follow"/"friend"/"fan" because it helps showcase their personality
online (52%)
Fear not if you haven't already fully embraced the new media. "Consumers haven't yet been exhausted by brand over saturation in the new media space," says Mike Hollywood, Cone's director of new media.
Hollywood continues: "There is still an opportunity for forward-thinking companies to establish a presence and earn a competitive advantage. Based on the growth of user interactions with companies, countless purchase decisions are being influenced by new media. It's imperative to get on board now that the train has left the station."
Further information is available (sign-up may be required) at www.coneinc.com or www.omnicomgroup.com
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