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How People Discover New Brands

by Ayaz Nanji  |  
December 13, 2013

The most effective method for brand discovery remains articles published in mainstream media outlets, according to a recent report by GlobalWebIndex.

However, consumers are increasingly engaging with this content in digital form, rather than finding it in print.

Asked how they discover new brands, products, or services, 47% of 16-24 year-olds and 45% of 55-65 year-olds cited articles posted on the websites of newspapers and magazines. That's nearly double the number (20% and 27%, respectively) who discover brands via articles published in the print versions of newspapers and magazines.

After newspaper and magazine articles published on the Web, the next most common method for discovering new brands is recommendations from real-life friends. Consumer comments on message boards is third, and results from search engines is fourth.

Advertisements and celebrity endorsements land in the middle of the pack, as do recommendations from digital friends and blogger reviews.

The least common method for finding new brands is via deals on group buying websites, such as Groupon.

About the research: The report was based on data from an online survey of global internet users ages 16-24 and 55-65.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Khadijah Fri Dec 13, 2013 via web

    There's a whole lot of great info here Ayaz, to better appreciate current consumer indulgence. Thank you.

  • by Mark Sat Dec 14, 2013 via web

    Interesting, but it seems weird that they would avoid the most profitable demographic between 25 and 55.

  • by Jay north Mon Dec 23, 2013 via web

    Very interesting. People tend to believe in the printed version of articles more than online articles.The printed version takes more effort than online one hence more trustworthy.

  • by amruth Tue May 6, 2014 via web

    nice post ,,,.... in India there is a company which is doing better in Celebrity Brand Management and also doing good in celebrity booking

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