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.
Continue reading "How People Discover New Brands" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Brand Management:
- Rebranding: Five Steps to Building a Story of Evolution and Growth
- Why Marketers Should Build Consumer Trust Through Product Data
- Building a Standout Brand Goes Way Beyond Your Logo: Nick Westergaard on Marketing Smarts [Podcast]
- The Reputations of the 100 Most Visible Corporations
- 'Be a Quitter Like Me'—Stories, Connections & Books: Bobby Lehew on Marketing Smarts [Podcast]