DMALive: Social Advocacy and Attribution

During DMA 2014, Direct Marketing News Editor-in-Chief Ginger Conlon spoke with Michael Fisher, president of Yes Lifecycle Marketing, the parent company of Yesmail. According to a recent Yesmail Interactive study that polled 500 active social media users, those polled are 23% more likely to make a purchase from an offer shared by a friend or family member than a sponsored brand post; respondents are 55% more likely to buy a recommended product than make a purchase in response to a display ad on a social media site.

Here, Fisher explains what other things marketers should know in terms of consumers’ likelihood to purchase based on social recommendations, as well as what marketers can do to encourage social sharing and how marketers can attribute these shares.

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