TNS recently conducted a study into how Kiwi marketers are using social media, and the findings showed that marketers were increasingly relying on social media to reach their audiences. This should come as no surprise to anyone who has had to quickly scroll by an ad fed onto a Facebook newsfeed, but what's interesting is that marketers aren't only using social media services to distribute their ads. They are also using the services to glean better insights on what consumers want and what they are doing in their daily lives.
"Social media and search data provide an instant, real-time view of what consumers are saying, thinking and doing and the increasing use of social media provides great opportunities for brands to leverage this data to further understand their customers," says Bindi Norwell, executive director for TNS New Zealand. "The really exciting area is fusing social media data with other sources of data to gain a deeper level of insights with greater focus.”
Here are some of the key takeaways from the TNS study:
Having recently been captivated by advertising philosopher Faris Yakob for a full 40 minutes, TRA business director Greg Sampson was again reminded that the thing marketers really fight for is attention.