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People who share a brands content – such as webpage links, products and videos – are 9x more likely to buy online than people who don’t share, according to a global study by marketing technology company RadiumOne.

The "Power of Sharing" report was based on 1.5 billion viewed events and over 10.5 million shares and clicks across 30 days. It also reveals that people who share content with themselves are 1.7x more likely to buy. Examples of how users self-share include, texting oneself a link to a review they want to purchase later or emailing a video to themselves as a reminder to watch it later.

RadiumOne also noted how it addresses a fundamental issue facing the online advertising industry in that sharing activity is far less likely to lead to fraudulent traffic because “bots don't share”.

The report reveals that 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 via public social networks. This is a "missed opportunity for marketers when not tracking this behaviour."

“Taking advantage of consumer sharing behaviours has thus far been a widely untapped resource by marketers,” said Bill Lonergan, CEO at RadiumOne. “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.”

One way marketers can better analyse and understand consumer signals is through Sharing Analytics tools. When implemented in tandem with event-based pixels, RadiumOne's Sharing Analytics allows marketers to gather and activate signals from across their Web, mobile, PR and content marketing activities to improve their consumer insights and paid media effectiveness.

Published on: 3:47PM on 18th November 2016