A recent Harris Poll survey on 1000 US consumers and 250 business executives found 55% of consumers learn about new brands on social media.
While the value of radio and television ad spots has been deflating, social media is gaining ground. Around 78% of Gen Z, 61% of millennials, 56% of Gen X and 35% of baby boomers learn about brands and companies on social platforms.
Unlike traditional marketing and advertising, social media is a two-way media that allows consumers to interact with brands. 68% of consumers agree social platforms enable them to interact with brands and companies.
This piece suggests that continuously reacting and engaging with customers can help brands better personalise offerings and forge deeper relationships. Additionally, most consumers are willing to purchase from a company after having a positive experience with them on social platforms.
[7 minute read]