Brand owners are being urged to tap into online consumer sharing activities to identify and predict new customers, on the back of a new study which claims that consumers who share a brand’s content are nine times more likely to purchase.
Marketing technology company RadiumOne says that, while consumers share online content with their friends, family, work colleagues – and even to other devices they themselves own – most brands and website publishers have not been able to track which channels they use.
“The Power of Sharing” report is based on 1.5 billion viewed events and over 10.5 million shares and clicks across 30 days.
Examples of how users “self-share” include, texting themselves 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 don’t share”.
So-called “dark social” accounts for 75% 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 through public social networks. This is a missed opportunity for marketers when not tracking this behaviour, RadiumOne insists.
Sharing data is unique and differentiated from third party interest and intent data.
RadiumOne chief executive Bill Lonergan said: “Taking advantage of consumer sharing behaviours has thus far been a widely untapped resource by marketers. 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.”
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