“Brand discovery” is the first step in the customer journey. It’s the first consumers’ moment of contacting with a new brand. It’s also a make-or-break moment need from any marketer to understand the ways in which consumers get their first steps in today’s micro-moments era.
Take a deep look at the key methods of brand promotion including ad effectiveness, recommendation, influencer marketing, social media and sponsored content:
Receptiveness to Ads – Which Types of Ads Are Consumers Most Receptive to?
- 42% of internet users globally surveyed said that they tend to buy brands they see advertised.
- Younger, females and high-income consumers are more likely than elder, males and low-income ones to be influenced by advertising.
- While there’s a decent 30% discover new brands or products via online ads, but broadcast TV still remains the most effective form of advertising.
- Younger consumers are more likely to discover brands’ ads via in-app advertising. 16-44s are over twice as likely as 55-64s to do so.
Ad-Blocking – How Are Ad-Blockers Impacting Ad Effectiveness?
- 32% of internet users surveyed said they blocking ads on their desktop each month, with 31% doing so on mobile.
- Asian consumers are more likely to block ads than other consumers around the whole world.
- A total of 47% of internet users have posted a review of a product, company or service the month previous the survey.
- The vast majority of them aged 25-44 years and also most of them are from India and Indonesia markets.
- Males are more likely than females to do so (50% vs. 44%).
- Over a third (35%) said that reviews affect their purchasing decisions.
- 57% said they always like to seek an expert opinion before buying something.
Brand Discovery on Social Media – How Impactful Is Social Media Marketing on the Purchase Journey?
- First of all, the digital consumer spends an average of 2 hours 13 minutes a day on social networks/services.
- Over a third of internet users globally (36%) following their favorite brands on social media.
- Females are more likely than males to find out about new brands, products or services by the recommendation on a social network (25% vs. 22%).
A Graph Shows the Percentages of Consumers who Find out Info. About New Brands via Personalized Purchase Recommendations, 2017
Data were driven from over 350,000 internet users aged 16-64 years old.