Brand Awareness Statistics, 2012-Present

Brand Awareness Statistics

Sixteen sets of brand awareness statistics from 2012 to present.

Ad Formats Preferred By SMBs

More than 40% of SMBs in the US rely on social media ads for brand awareness as well as revenue generation.

Top Reasons For Creating Thought Leadership Content

47% of respondents said a top intention for creating thought leadership content was to set their business apart from competitors.

Benefits Of Top-Tier Public Relations

Some 94% of respondents who had secured top-tier public relations feature coverage reported an increase in brand awareness.

How Consumers Find Out About New Products

Consumers’ top purchase influencers are also their top sources of new product awareness.

Brand Awareness Of AdChoices

74% were not familiar with the campaign supporting AdChoices brand awareness.

Search Advertising’s Effect On Brand Awareness

Search ads provide a lift in top-of-mind brand awareness, according to results from 61 simulated search experiments conducted last year by Google and Ipsos MediaCT.

American Brands’ Use Of Twitter As A Marketing Tool

US brands are most likely to be using Twitter as a marketing tool in order to increase brand awareness.

How American Men Learn About New Grooming Brands

Table: How American Men Learn About New Grooming Brands

When it comes to grooming, word-of-mouth and ads both play an important role in the path to purchase for men.

According to data released in February 2014 by Defy Media, more than four in 10 US male internet users who had bought a new grooming product in the three months prior to being polled had become aware of the new brand through a friend or family member.

Meanwhile, 41% of men who used at least one grooming product had recommended a brand to another person.

Ad circulars, coupons and mailers played just as much of a role in creating brand awareness among males: More than 40% credited such sources for making them aware of a grooming product they had purchased in the previous three months.

In addition, nearly four out of 10 respondents cited advertising they saw as an adult as the reason they had known about the grooming product.

And among those who used at least one grooming product, 31% said they had purchased a product because they liked the brand’s ads. Read the rest at eMarketer.

Top B2B vs B2C Online Marketing Objectives

Chart: Top Online Marketing Objectives - B2B vs B2C, November 2013

Lead generation ranks as the top objective for B2B companies’ digital marketing programs, according to a study by Webmarketing123.

Presented with a list of 6 objectives, a leading 41% of B2B respondents chose lead generation as their top goal, while 27% pointed to sales and revenue generation and 17% to brand and product awareness.

Not surprisingly, generating enough leads counted as the leading digital marketing challenge, for 21% of respondents, closely followed by producing enough quality content (20%) and converting leads to customers (19%).

The study notes that compared to last year, more B2B marketers cited revenue generation as a top objective, while fewer identified lead generation. That suggests that their digital marketing objectives are starting to more closely resemble those of their B2C counterparts.

Presented with the same list of objectives, a leading 40% of B2C marketers rated revenue generation as their top priority, with brand and product awareness (27%) next on the list, and lead generation (18%) further behind.

With their focus squarely on sales and revenues, one-quarter of B2C respondents named measurement and proof of ROI their top digital marketing challenge, while 22% said that converting leads into customers was their biggest challenge. Read the rest at MarketingCharts.

Most Important Social Media Marketing Objectives Worldwide

Brand awareness and customer engagement were the top social marketing objectives among marketing professionals worldwide for the upcoming year.

B2B Marketing Tactics For Awareness Building & Lead Generation

Table: B2B Marketing Tactics For Awareness Building & Lead Generation

B2B marketers are not abandoning print and event-based marketing for digital avenues.

In fact, digital channels still take a back seat to in-person events in substantial ways: Marketers rated face-to-face event attendance and face-to-face event sponsorship as the top two methods of developing awareness of new products and services, as well as generating targeted leads. Read the rest at eMarketer.

How Social Media Users Find New Brands, Products Or Services

Although social media users’ top methods of discovering, researching and keeping in touch with brands vary, they rely heavily on social networks throughout the entire customer life process.

Efficacy Of Promotional Items For Brand Awareness

Chart: Efficacy Of Promotional Items For Brand Awareness

A study [PDF] from the Promotional Products Association International (PPAI) takes a look at the benefits of… promotional products.

Among the findings of the survey, about 7 in 10 respondents recalled receiving at least a single promotional product in the prior 12 months, with 88% of those recalling the advertiser and 62% the message.

Aside from generating high recall, the study shows that 59% of respondents reported a more favorable impression of the advertiser after receiving a product.

Among the 88% of respondents (referring from hereon out to those who recalled receiving a promotional product in the prior 12 months) who were previously familiar with the advertiser before receiving the item, 60% said their impression was more favorable after receiving it.

Among the 12% to whom the advertiser was a new name, 50% reported a more favorable impression. Read the rest at MarketingCharts.

Facebookers Share Products On Facebook, Twitter & Pinterest

Chart: Facebookers Share Products On Facebook, Twitter & Pinterest

A July 2012 survey of Facebook users in the US by social commerce service provider 8thBridge found that while a substantial number of respondents did not share info about products at all on social media, those who did were heavily predisposed to doing so on Facebook.

In fact, 63% said they used Facebook to alert their friends and family to products, compared to 25% who did the same on Twitter.

Clearly, the results in this case are heavily weighted toward Facebook, as the sample drew solely from Facebook users, but the data does demonstrate that a majority of those on the social network are willing to create awareness of products. Read the rest at eMarketer.

Importance Of Select Channels By Stage Of Purchase Process

Table: Importance Of Select Channels By Stage Of Purchase Process

Consumers have different expectations and preferences for customer service depending on where they are in the purchase journey and the types of questions they have.

A 2012 global customer experience study sponsored by Capgemini found that social media was most important in the awareness stage (learning about products and promotions), while smartphones were most valuable in the delivery and after-sales care stages. Read the rest at eMarketer.

Top Digital Channels For Product Awareness

Internet sites remain the preferred digital channel for shoppers across most phases of the online shopping journey, beginning with the awareness phase of research, according to a July 2012 report by Capgemini.

  • 72% of the more than 16,000 digital shoppers surveyed across 16 countries rated internet sites as important or extremely important for learning about products, followed by
  • email (58%) and
  • in-store technology such as kiosks (49%). 
  • Social media was cited by 45%, ahead of
  • smartphone applications (40%), with
  • call centers trailing, at 32%.

The value of the internet as a research tool holds firm across commodity types. 79% of electronics shoppers said the internet is important during the awareness phase.

74% of do-it-yourself (DIY) shoppers said the same, as did 73% of fashion shoppers, 70% of health and personal care shoppers, and 59% of food shoppers. Read the rest at MarketingCharts.

The e-Strategy Academy covers all aspects of digital marketing including search optimization & marketing, email marketing, social media marketing, video marketing, mobile marketing & public relations.