Neilson examines the impact of Social Media on Brand Marketing
Wednesday, October 19, 2011 at 4:52 AM 
We work very closely with Nielsen and one of its subsidiaries who are both leaders in consumer research. Among many innovations in consumer-focused marketing and media research, Nielsen was responsible for creating a unique retail-measurement technique that gave clients the first reliable, objective information about competitive performance and the impact of their marketing and sales programs on revenues and profits. Nielsen information gave practical meaning to the concept of market share and made it one of the critical measures of corporate performance. Like many in the industry today, Neilson has shifted its focus to Social Media. In this study "How Social Media Impacts Brand Marketing", Neilson takes at how "Consumers are spending more time than ever using social media."
"This report helps uncover what impacts social media may have for marketers trying to build their brands and connect with their audience more directly.
Social media plays an important role in how consumers discover, research, and share information about brands and products. In fact 60 percent of consumers researching products through multiple online sources learned about a specific brand or retailer through social networking sites. Active social media users are more likely to read product reviews online, and 3 out of 5 create their own reviews of products and services. Women are more likely than men to tell others about products that they like (81% of females vs. 72% of males). Overall, consumer-generated reviews and product ratings are the most preferred sources of product information among social media users."
Reader Comments (2)
Very interesting post. To some extent, social media is saturating. Adoption rates are cresting and among the connected class, over 80 percent already use social media regularly. This has profound – and mixed consequences for marketing professionals.
http://ianbruce.blogspot.com/2011/10/is-social-media-saturating-and-what-are.html
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