RadiumOne, a data-driven marketing technology company that connects the dots between brands’ paid, earned, shared and owned channels to find high-value customers, today unveiled ‘The Power of Sharing’ report.
The research highlights how brands can tap into consumer sharing activities and signals to identify and predict new, high value customers, finding that consumers who share a brands content are nine-times more likely to purchase.
Additional takeaways from report:
- Dark social accounts for 75 percent of consumer sharing online. In most instances, websites, pictures and other information is shared with selected individuals for a reason, rather than an entire community via public social networks. This is a missed opportunity for marketers when not tracking these behaviors.
- Consumers that share content with themselves are 1.7x more likely to buy. Examples of how some users self-share include: texting oneself a link to a review they want to purchase later or emailing a video to themselves as a reminder to watch it later.
- Sharing activity is far less likely to lead to fraudulent traffic because “bots do not share”.
- Sharing data is unique and differentiated from third party interest and intent data.
“Taking advantage of consumer sharing behaviors has until now been a widely untapped resource by marketers,” said RadiumOne president Kerry McCabe. “By analysing and acting upon consumer sharing signals, marketers get a real time view into what consumers are interested in and where they are on their journey.”
One way marketers can better analyse and understand consumer signals is through RadiumOne’s Sharing Analytics tools. When implemented in tandem with event-based pixels, Sharing Analytics allows marketers to gather and activate signals from across their Web, mobile, PR and content marketing activities to improve their consumer insights and paid media effectiveness.