Marketing Competition for New Media Users Increases

It’s no secret that the number of media outlets for consumers continue to grow. And consumers may also be engaging with more media formats, especially with social media. But it seems the upper limits of engagement with marketers online may have topped out. This contention is made by Cone researchers based on their findings in their 2010 Cone Consumers New Media Study.

First, the Cone research has found that the average new media user follows 4.6 companies online. And consumers aren’t shy about changing which companies they like. The following corporate shenanigans will cause consumers to stop following a marketer:

  • Act irresponsibly toward consumers 58%
  • Over-​communicate with consumers 58%
  • Provide irrelevant content 53%
  • Under-​communicate 36%
  • Censor user-​generated content 28%

Marketers are also finding that they need to work harder to get new followers in the social media space.  Over ¾’s (77%) of consumers expect a financial reward such as free products, coupons, or discounts in order to follow a marketer.  “Marketers are being more aggressive than ever with attractive promotions designed to generate likes, followers and subscribers,” says Cone’s director of new media, Mike Hollywood.

Here’s where consumers are looking for these incentives:

  • Social networks 48%
  • Mobile devices 20%
  • Message boards 20%
  • Blogs 13%
  • Online games 12%

Cone research indicates it’s well worth a marketer’s effort to accumulate followers as these consumers talk about the company online and purchase the products and services. But there’s a fine line between constantly discounting, engaging with clever content, and being careful not to offend followers. Hollywood says, “The best new media strategies are those that balance relevant content with timely promotions and ongoing company-​consumer dialogue.”

[Source: With Million of Brands to Choose. ConeInc​.com. 2 Nov. 2010. 18 Nov. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.