The Age of Social Influence

We k without delay that the once linear and transaction-centric purchase funnel is now multi-directional, random and heavily influenced by opinion and information gathered by consumers. And we know that because of hearty media and technology, consumers can now enter the purchase round at various points, and spontaneously influence others as they travel along the highroad the purchase. But do we really understand how marketers can open the real value of all this? Do we know how social media whole caboodle with other more established media?And do we know how to harness the major power of social media for real commercial gain? In order to mystify aanswers to some of these crucial questions, Initiative set out to explore the singular and combined strength of TV, social and mobile, and how consumer interaction with each has altered the path to purchase. Specifically, we wanted to investigate Howdoweproducegreatersynergybetweenoursiloed media,socialandmobilebudgetsandtacticsthatre sultina greaterreturnoninvestment? Whataretheimpactofsocial,TVandmobileonshopper decision-making? Whatroledoesconsumerinfluenceplayalongthepathto purchase?However, our study found that while the integration of social, TV and mobile has indeed altered the way consumers make decisions somewhat brands, it is not because of their ability to simply multiply brand messages. Increasingly, consumers are proper the driving force powering what, when and where brand interactions occur. Based upon our findings, Initiative believes that by leverage the consumers natural inclination to engage with media across multiple screens and social media, we can create a consumer-powered media synergy effect that is both non-linear and emotional driving deeper engagement and trust.