Another piece of research suggests that if you are throwing money at social network advertising, this is where you might as well flush it.
According to the participatory marketing network less than one in five (19%) ‘millennials’ find social network advertising relevant. No wonder - why would someone want to be interrupted by ads when chatting to friends or checking out their Facebook pages?
Or, in the words of P&G’s head of interactive marketing, Ted Mcconnell: “What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?”
The good news? 62% have visited a brand fan page and 48% have actually joined.
And when they go to a brand or fan page, what’s their purpose for doing so?
- Getting news or product updates (67%)
- Having access to promotions (64%)
- Viewing or downloading music or videos (41%)
- Submitting opinions (36%)
- Connecting with other consumers (33%)
See the last post about Nutella and Facebook. Done right and without being too intrusive, unofficial fan pages like the Nutella one (three million members) provide a lot of scope for brand / consumer interaction.
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