Don't overlook social media users as buyers, warns DM Days keynoter

NEW YORK — All the new online media and technology, including podcasts and social networking, have left many of today’s marketers overwhelmed and afraid to enter unknown waters.

That is largely because these emerging areas of marketing don’t yet have a proven track record that helps marketers see the risk side of social media, according to panelists at the DM Days’ keynote presentation, “Next Gen Interactive: How Marketers Are Optimizing the Power of Social Media to Connect and Deliver Results.”

“Thirty percent of consumers who read blogs and other social media are likely to purchase,” said Aaron Kahlow, managing director at BusinessOnline. “On the other hand, 80 percent of marketers who actually engage in social media are likely to purchase.”

The Internet is a big influence on consumer purchases. In fact, 39 percent of purchases are influenced by the Internet; 18 percent by television; 12 percent by radio ads; 3 percent by magazines and a mere 2 percent by newspapers, Mr. Kahlow said.

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Story posted: June 13, 2007 - 11:29 am EDT