Despite various stats that cast doubts on the effectiveness of online advertising in general, the one area that is generally held to be a success is paid for search. New research by Comscore and GroupM (via Marketing Charts) now shows that if consumers have had exposure to brands via social media, they are more likely to be receptive to search terms related to brands.
Comscore’s results show that consumers that use social media are 1.7x as likely to search with the intention of sifting through a list of brands or products to check out, compared to other web users. Meanwhile 50% of ‘’social media exposed” surfers searched for product terms every day, compared to 33% of “non exposed surfers.”
In all, people exposed to “influenced social” and paid search has 223% heavier search behaviour.
Two stats to throw against that. First of all, Comscore didn’t specify whether brand social media engagement was restricted to advertising. I assume not, especially given the statistic that social network ads fail to engage 96% of users.
But on a wider note, it does again show that brand conversation (as opposed to advertising) on social networks works. 20% of tweets are about brands, and Twitter users in general are more likely to talk about brands and click on ads.
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