Social media stories dominated the list of most popular marketing charts and articles in MarketingProfs in 2010.* Facebook, Twitter, LinkedIn, or Wikipedia, figured prominently in seven of the Top 10 articles, which also covered subjects such as email, mobile, marketing budgets, and content marketing.
Why do consumer "like" brands? ExactTarget and Co-Tweet answer the question: Although consumers turn to Facebook primarily to connect with friends and fill downtime, product discounts and "social badging" are the most commonly cited motivations for "liking" brands on Facebook, according to a survey released in September 2010.
Over two in five surveyed Facebook users (43%) say they "like," or are fans of, at least one brand on Facebook. Among them, 40% say they like brands to receive discounts and promotions, whereas 39% say they do so to publicly display their brand affiliations to others. By contrast, 23% of consumers who follow brands on Twitter do so for social-badging purposes.
For additional charts and findings, see "Facebook Users Like Brands for Discounts, Social Badging."
So 2010 became the year that mobile was officially given a seat at the adult table. In this study from April, InsightExpress noted that mobile campaigns are emerging as powerful ad channel for marketers, outperforming online advertising by nearly five times across a variety of metrics, including unaided awareness, message association, and brand favorability.
Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.