Cracking the social code: Aligning consumers' need states to marketing objectives

This paper identifies three key trends in social media use globally - multiscreening, privacy and niche social networks - and how marketers can capitalise on them.

Cracking the social code: Aligning consumers' need states to marketing objectives

Kevin Moeller and Heather O'Shea UM

Intro

The industry has spent a lot of time discussing the importance of social media for advertisers, but often the wrong questions may be driving these conversations. The first question marketers need to ask when thinking about how to 'get more social' is why. Why are consumers using social media? What is the gap in the consumers' psychological profile that social media can help fill?

UM has been able to crack the social code by discovering the five needs that underpin all...

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