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Defining social media ‘marketing multipliers’

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Using results from a comprehensive US online media usage questionnaire database of over 24,000 social media users, plus longitudinal analysis of five additional years of similar data (over 200,000 respondents), this paper develops a new social media planning model based on whether or not respondents give or seek purchasing advice from others. Those who do give/seek advice, the marketing multipliers, are critical to the marketer’s success. While they account for only 11.6 per cent of all respondents, members of this group have higher digital device ownership; spend more time with all forms of media, both traditional and interactive; and report being more influenced by media than other marketing methods. As active social media participants, they are the key elements in social media marketing success. By contrast, the 18.9 per cent who never give/seek advice, termed the nevers, have similar demographic profiles but are less actively engaged in giving or seeking advice using social media. This paper calculates influence lift among 31 media forms for the multipliers and the nevers in addition to average category growth. A new media allocation model is developed based on media consumption and advice giving/seeking. Suggestions for a new media planning model are also provided.
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Keywords: marketing; marketing communication; marketing research; social media

Document Type: Research Article

Publication date: 01 May 2013

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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