The majority of Americans, both online and offline, also said the Web had improved the ability of groups to gain attention, raise money and impact society at large.
There’s a new study from iProspect that has some revealing findings on paid search. It’s reported in mediapost.com.
Here’s what MediaPost reports:
The findings suggest that while 31% of people click on display ads, nearly as many — 27% — go to search engines to provide a search. More than 20% type the company Web address into their browser and directly navigate to the Web site, and 9% respond by investigating the product, brand, or company through social media.
Robert Murray, CEO at iProspect, Boston, says, “Display isn’t dead, but just as many people will perform a search, and you had better have an integrated paid search campaign.”
Tapping into a competitor’s display campaign, marketers can run paid search ads based on keywords and messaging. Marketers should keep in mind all conversions and clicks the display ad will drive to competitors’ sites if they invest in display and not integrate a paid search campaign.
The survey found that of the 52% of Internet users who respond to an online display ad, 48% are familiar with the display ad offering or company but do not purchase the product.
Great story from AdAge.com reporting on data from psychographic-research company Mindset Media. The findings—“personality is often a more effective prediction tool for media usage than age, gender and income.”
Here are some highlights:
* People who have a lot of “bravado” — who prefer to leap before they look — are 50% more likely than the average person to be heavy consumers of all media.
* Those who chafe at rules and may be sarcastic are 60% more likely than the average person to be high consumers of all media.
According to study findings the Internet is almost more of a mass medium than TV.
© Crain Communications
This just in from the Pew Internet & American Life Project….As of December 2008, 11% of online American adults said they used a service like Twitter or another service that allowed them to share updates about themselves or to see the updates of others. As with many technologies, enthusiastic users have used Twitter for more than just answering the question, “What are you doing?” Twitter has been used to help organize and disseminate information during major events like the 2008 California wildfires, the recent American elections, the Mumbai massacre and even the January 2009 crash of US Airways flight 1549 into the Hudson River. 14% of users who access the internet wirelessly via a laptop, handheld or cell phone have used a service like Twitter, compared with 6% of users who go online but do not do so wirelessly.
David Ranii of McClatchy Newspapers is out with a new article about how many companies are turning to social media, and it’s striking when you put it all together!
During the summer Olympics, PC maker Lenovo gave laptops and digital cameras to 100 athletes. The athletes published more than 1,500 posts. Fans responded with 8,000-plus comments.
Companies such as SAS, Red Hat, Blue Cross and others recognize are using blogs, online video, YouTube, Facebook, Twitter and more.
Blue Cross and Blue Shield of North Carolina started a Web site promoting a healthful lifestyle. It featured a company executive and an author blogging as they walked 650 miles from Asheville to Wilmington, conducting fitness rallies along the way. More than 6,600 people registered at the site, walk.millionstepmarch.com, and reported walking a total of 350,000 miles.
SAS has made social media part of its standard practice for marketing and communication. SAS employees are posting on blogs, social networking sites, iTunes, YouTube and more. A video featuring Santa posted this month on YouTube is generating some buzz.
Johnson Automotive in Raleigh uses a modern mix of advertising. Its print ads tout that its TV ads – featuring a nasty car salesman who’s a stuffed badger – have gotten millions of hits on YouTube, and include a Web address to the short videos.
Red Hat, the Linux software company, has posted more than a dozen videos on YouTube.
OnLine Media Daily is out with a hot new report from the Pew Internet & American Life Project predicting wireless devices will be the primary means of connecting to the Internet for most people worldwide in 2020.
According to OnLine Media Daily, there will be about 4 billion cell phones worldwide by the end of 2008. Many web experts predict that future mobile phones will function more as computers than phones. The trend of handheld computers has already begun with smartphones like the iPhone and the BlackBerry, but is still mostly limited to business users or other affluent consumers.
Technorati is out with a major report on the State of the Blogosphere. It’s incredibly revealing and a must-read. Blogs are a global phenomenon that has hit the mainstream. Here are some of the highlights:
- Blogs: 77.7 million unique visitors in the US (comScore MediaMetrix August 2008).
- 94.1 million US blog readers in 2007 (50% of Internet users, eMarketer May 2008).
- 77% of active Internet users read blogs (Universal McCann March 2008.
- Bloggers have been at it an average of three years and are collectively creating close to one million posts every day.
- Four in five bloggers post brand or product reviews, with 37% posting them frequently. 90% of bloggers say they post about the brands, music, movies and books that they love (or hate).