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It Is Incorrect To Assume That Successful Online Social Networking (OSN) Based Marketing Is Only Relevant For Brands Targeting Younger Consumers States New Report

Posted on: Monday, 28 April 2008, 09:00 CDT

Research and Markets (http://www.researchandmarkets.com/reports/c90198) has announced the addition of Online Social Networking to their offering.

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

Highlights of this title

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.

Key reasons to purchase this title

- 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

Content Outline:

Overview

Catalyst

Summary

THE FUTURE DECODED

TREND: OSN has become an established form of connecting

OSN can be defined in different ways and reflects a changing media landscape

Key take-outs and implications: marketers must recognize and plan for changing media orientations

TREND: Membership and usage of OSN is continuing to rise globally as more people have internet access

Access to and time spent using the internet and mobile communication devices continues to increase across the globe

Membership numbers and usage of online social networks is growing globally

Interpersonal factors beyond technology account for the growth of OSN

Key take-outs and implications: the sheer scale of online activity-especially through social networking sites-cannot be overlooked by marketers

INSIGHT: The continued growth of OSN and its commercial impact will depend on the future effects of potentially important inhibitors

The issues of trust and privacy have caused some concern among consumers

Internet advertising is considered to be less trustworthy than other forms of advertising

Mixed evidence surrounds consumer trust in using social media for information about companies

Consumers are easily bored and are always on the lookout for new forms of entertainment

A backlash against the superficiality of virtual connectivity is a distinct possibility

There is a growing wariness about the commercial influence of social networking sites

Day-to-day usage may decline as tighter controls are implemented by employers

Key take-outs and implications: social media also presents commercial challenges

INSIGHT: Online networks are proving popular with a broad range of socio-demographics

There are some notable socio-demographic and cultural variances in OSN usage

Cultural and geographic differences dictate OSN site preferences

Key take-outs and implications: effective marketing based around social media must account for socio-demographic variances

ACTION POINTS

ACTION: Consider using pre-existing online communities as a medium for expanding brand exposure and sales

Look for opportunities to develop branded applications for social networking sites

Use online networks as a new distribution channel to build actual product sales

Target a social network for which usage is skewed towards your target audience

Be selective: identify and leverage brands that consumers are passionate about

Use social media platforms to tell more detailed brand stories

ACTION: Use existing and newly created social networking communities to facilitate cost effective, yet targeted consumer research

Create positions in your marketing team to monitor brand conversations in social media

Establish closed online communities that can feed into the market research process by encouraging brand conversation and ideas

Establish open online communities that can feed into the market research process by encouraging brand conversation and ideas

Keep the content of branded social networks fun and varied

Ensure that canvassing online social networks does not become a replacement for traditional market research techniques

ACTION: Develop engaging content that easily can be shared virally online and that has high interactivity

Make content that leverages social media humorous

Ensure social media-aligned marketing content is simple, but with highly topical content

Encourage user-generated content and interaction to keep the consumers attention

Try to elicit actual product recommendations rather than just brand buzz

ACTION: Utilize multiple online touchpoints to maximize message exposure

Explore opportunities offered by virtual worlds

APPENDIX

Additional data

Definitions

Methodology

Further reading and references

Ask the analyst

Our consulting

Disclaimer

List of Tables

List of Figures

For more information visit http://www.researchandmarkets.com/reports/c90198

Source: Datamonitor

Source: Business Wire

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