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Ralph Paglia
3,437 followers -
DigitalRalph is considered by many as the Godfather of Automotive Digital Marketing and Sales
DigitalRalph is considered by many as the Godfather of Automotive Digital Marketing and Sales

3,437 followers
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Ken Grody Ford

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Pro Tip: Optimize your transcript for readability. Most people just copy and paste a big ol’ transcript. Instead, make your transcript easy for people to read and skim. This will improve your dwell time and reduce bounce rate –two key Google ranking factors.
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As it turns out, while consumers don’t see social recommendations as being as influential as recommendations from friends and family (presumably made offline), they do view them as holding as much influence as another stalwart, TV advertising.
Specifically, more than one-third (36%) of the 2,131 US consumers aged 14 and older surveyed by Deloitte reported that recommendations from friends and family highly influence their buying decisions. That was double the proportion who cited a high influence from TV ads (18%) and online recommendations from social media circles (17%).
Interestingly, Gen Z (14-19) and Millennial (20-33) respondents were far above-average in reporting a high impact from family and friend recommendations. That’s consistent with a body of research indicating that word-of-mouth has a stronger role with youth than with older adults.
Recommendations from social media circles – less surprisingly – also hold more sway among the younger generations, with more than one-quarter (27%) of Gen Z and Millennial respondents saying they have a high influence on purchase decisions. For the youngest group, this means that more are highly influenced by social recommendations than by TV ads (which nonetheless retain strong influence among the public at large).
Meanwhile, Gen Z and Millennials say they’re slightly more likely to learn about new TV shows from social networks than from TV ads, in contrast to consumers at-large.
All of this adds to the research indicating that social media is becoming a more pervasive force in youths’ decision-making, as earlier studies show that social advertising is also rising up the ranks. In other words, between social ads and social recommendations, youth are finding plenty of purchase influencers when using social platforms.

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Smartphones comprised roughly one-third of all visits to US automotive (33.8%), travel (33.1%) and retail (30.9%) sites for the year overall. Their share of visits to finance (14.9%) and technology (14.9%) sites remained much lower.

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