Marketing Pilgrim

Fox Interactive Media – and about half a dozen other companies – conducted a study to determine the value of social media for marketers. Sampling 3,000 US internet users, they discovered…

• More than 70% of Americans 15-34 are actively using social networks online, and the research showed social networking sites taking a strong foothold in the primetime hours.
• 31% of online social networkers claim they spend more time on the Web in general after starting to use a social network.
• Brands such as adidas and Electronic Arts attributed more than 70% of their marketing return on investment to the “Momentum Effect.”

That “Momentum Effect” is a cute term coined by the study to define “the impact of a brand within a social network beyond traditional advertising impressions to encompass the “pass along” power of consumer-to-consumer communication.” In other words, viral marketing, tipping point, word of mouth, etc.

Via Muhammad Saleem.