MNI Targeted Media Survey Uncovers Marketers’ Significant Reliance On Social Media

Challenges traditional news sources and individual influencers for news, insights

MNI Targeted Media (MNI), a targeted media planning and buying company and a division of the Meredith Corporation, announced the results from a survey of marketers regarding the sources they rely on for business purposes. The survey found a majority preferred social media over traditional media and high-profile individuals with established digital presences.

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MNI’s objective with this survey was to learn what resources are influential and trusted among their clients and leverage those insights. That will assist MNI in maximizing the effectiveness of their campaigns while getting a firmer understanding of their ideal target audience — what media engages and influences them. Key findings include —

• Social Media for Business Purposes: — 50% (220 respondents out of 401) — rely first on Facebook, then Instagram and YouTube (26%) a close third.
• Traditional Media Fares Better Against Individuals: Adweek (11%), eMarketer (10%), and AdAge (8%) (120 in total out of 401 respondents) were more likely to be consulted than social media or individual influencers when questioned about their engagement with all sources together.
• Overall: When comparing all sources, Facebook (55%), YouTube (26%), and Twitter (25%) immediately followed LinkedIn (75%). Clubhouse racked up only 5% in spite of a great deal of attention at the outset of the pandemic.

“Understanding what the preeminent marketers among MNI clients use is very important to us and this information elevates campaigns while enhancing communication to speak more directly to challenges our clients face and the solutions we provide,” said Klarn DePalma, EVP at MNI Targeted Media. “These findings indicate a shift in where marketers are turning towards for information. We’re considering revisiting this issue in the not-so-distant future to ensure we’re keeping pace with the changing behavior.”

For more information about the survey, please visit MNI’s website here.

Methodology: MNI Targeted Media invited partners to participate in the survey via email from March 11-14, 2021. 401 responses were collected over a three-week period in March 2021. Everyone invited to participate in the survey is a current client who is either employed in the advertising/media industry or an influence/decision-maker for media campaigns.

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