Two recent surveys, by Harris Interactive and Opinion Research Corporation, combine to show how brand loyalty and consumer decision making is being affected by social media.
Consumers are making their purchase decisions more closely to the time and point of sale than ever before, and will reward the manufacturer who meets their needs for real-time information and value through the social media networks they use.
Promotion campaigns need to evolve to include this new reality; nearly half of the 18-44 age demographic will use these tools to access information to make their buying decisions. This ratio is sure to increase. It is essential that TPM software and processes are capable of handling this emerging route to market.