social media influence

How Consumers Form Their Impressions of Companies


SNCR-How-Consumers-For-Impressions-Companies-Sept2014The quality of a company’s products and services is by far the most important factor for consumers when they form their impressions about a company, finds a recent study by Vanessa DiMauro and Don Bulmer in conjunction with The Society For New Communications Research. While quality is also the top factor that builds consumer loyalty and influences their purchase decisions, price and customer service switch roles depending on the consumer motivation in question. › Continue reading

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Thursday, October 2nd, 2014 news No Comments

Which Types of Brand Communications Most Influence Purchase Decisions?


Epsilon-Consumers-Most-Influential-Communication-Types-Sept2014There’s no substitute for relevance, as numerous studies attest, and new research from Epsilon and Wylei Research finds yet again that communications containing relevant information and offers are most likely to impact consumers’ purchase decisions. The data indicates that communications including personal information are significantly influential; while discounts may fuel email-driven purchases, this new study shows that those promotions need to be relevant in order to have an impact. › Continue reading

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Thursday, September 11th, 2014 news No Comments

Mobile, Social, And Big Data — The Convergence Of The Internet’s Three Defining Trends


BII data influence industries

The world is swimming in data. 

Smartphone-based computing had led to much more internet-based activity, and more opportunities to collect location data. The consumer stampede into social media means that the tastes, preferences, and frustrations of billions are shared online. 

In a couple of recent reports from BI Intelligence, we take stock of how all this data is the bedrock for a new generation of business tactics and applications. We focus on dispelling hype around big data, and describe clearly what it is — and what it isn’t. 



  • Most companies are underusing data: Seventy-one percent of chief marketing officers around the globe say their organization is unprepared to deal with the explosion of big data over the next few years, according to an IBM survey. They cited it as their top challenge, ahead of device fragmentation and shifting demographics.

The above data points and insights come from two BI Intelligence reports on Big Data.

Only BI Intelligence subscribers can download the reports in PDF form and download all the charts and datasets for their own research and presentations. Subscribers also gain full-access to all our ongoing charts and in-depth reports on the mobile and social industries. 

Subscribe today to access, “Social Media’s New Big Data Frontiers — Artificial Intelligence, Deep Learning, And Predictive Marketing,” and “How Big Data Will Transform The Mobile Ecosystem.

In full, the reports:

To access BI Intelligence’s full reports on Big Data sign up for a free trial subscription here.

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Monday, September 8th, 2014 news No Comments

College Students


Fluent-Undergrad-Back-to-School-Purchase-Influencers-Aug2014Undergraduate students are less likely to rely on brand advertising than word-of-mouth when it comes to their purchase decisions, finds a new survey from Fluent. The study, fielded among more than 1,400 undergraduate students, also finds that online coupons have a significant effect on back-to-school shopping decisions. And for all the popularity of visual-sharing social media, these channels don’t have much of a stated influence. › Continue reading

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Tuesday, September 2nd, 2014 news No Comments

Social Media’s Impact on TV Continues to Rise


Nielsen-Social-Impact-on-TV-Aug2014Social media’s impact on TV is gradually growing, details Nielsen in newly-released survey data showing social to be driving increased TV program awareness and live TV viewing. Indeed, one-quarter of respondents to Nielsen’s Q4 2013 survey claimed to be aware of more programs as a result of social media, up from 18% during the year-earlier period. Moreover, 11% reported that social media caused them to watch more live TV, up from 8% during the Q4 2012 survey. The results are consistent with other research on social’s impact.

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Friday, August 8th, 2014 news No Comments

Social Ads’ Influence Beyond the Click


Mintel-Social-Media-Purchase-Influence-Aug2014Just 9% of social networkers claim to have made a purchase by clicking on a social media ad, with that figure higher among men aged 18-34 (21%) and parents (19%), reports Mintel in newly-released data from a recent study. Interestingly, though, social networkers were slightly more likely to say they had purchased a product they saw advertised without clicking an ad, with 11% of respondents professing to having done so. That result suggests that social ads’ influence extends beyond direct conversions. › Continue reading

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Friday, August 8th, 2014 news No Comments

Media Multitaskers More Likely to Watch, Respond to TV Ads



Indeed, some 24% of media multitaskers said they regularly watch commercials when they air on TV, compared to 18% of adult respondents overall. Another 64% of multitaskers (and 65% of adults overall) watch them occasionally, such that 88% of media multitaskers profess to watching TV ads at least occasionally, compared to 83% of adults in general. (The study is based on a January 2014 survey for which a 2%-point difference is statistically significant at a 99% confidence level.)

Moreover, across each of 9 retail categories examined, media multitaskers were more likely than the average adult respondent to say that both broadcast and cable TV influences their purchases. The influence of broadcast and cable TV was particularly acute for electronics purchases.

TV also emerges as a significant trigger for online search: 34% of media multitaskers claim that cable TV triggers them to start an online search (compared to 28% of respondents on average), and 33% say the same about broadcast TV (versus 29% of respondents on average). In each case, TV proved more of a trigger than internet ads or email ads.

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Thursday, July 3rd, 2014 news No Comments

Almost Half of Consumers Say They Read Their Favorite Brands



Specifically, 2 in 5 prefer reading content directly from a company blog rather than a news magazine or website, while 52% prefer going directly to the company’s website for content about a brand, compared to 25% going to social media and 22% to third-party articles.

Overall, about 6 in 10 report that they want to see content directly from brands, with the types of content they want to see including: articles on important issues (27%); research on the company’s industries (16%); and funny stories (12%).

Additionally, almost 1 in 5 are happy to see anything that doesn’t glaringly “sell” a company’s products. Almost all of the respondents (96%) aren’t interested in seeing stories about how celebrities are using a company’s products, another data point to add to a growing body of research suggesting that celebrities don’t wield much influence over consumers.

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Monday, May 5th, 2014 news No Comments

Online Shares Could Be As Influential As In-Person Recommendations



Across the three categories – supermarket, automotive, and mini-tablet – the average lift in purchase incidence from an “excellent” online share (a strong positive one) was found to be 9.5%. What that means, according to the analysis, is that an excellent online share increases the perceived value of these products by an average of 9.5% over a neutral share. That breaks down to 11.2% for grocery items, 9.2% for automotive, and 8.1% for mini-tablets.

The average 9.5% lift measures up well next to the average lift for in-person recommendations (10.6%) and professional reviews (10.2%), while outstripping comparable figures for consumer reviews (7.3%) and consumer ratings (6.3%).

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Wednesday, April 30th, 2014 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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