Categories

Facebook Like Box

Twitter @2IvyLeague

Study: Is Social Media like Twitter Useless in Boosting Online Sales Although Tons of Money Poured in?

Study: Is Social Media like Twitter Useless in Boosting Online Sales Although Tons of Money Poured in?

All those marketers who are rushing to increase their social media spend take note: A new study says social media has almost no influence on online purchasing behavior.

More details


Rating: 4.6/10 (16 votes cast)

30 other products in the same category:

Please read Before Shopping Check Ranking at http://ShoppingRanking.com

 

Please Follow Tiger Moms Network at http://Twitter.com/TigerMomsNet

 

 

The report, a collaboration between Forrester Research and GSI Commerce, analyzed data captured from online retailers between November 12 and December 20, 2010. The research shows that social media rarely leads directly to purchases online — data indicates that less than 2% of orders were the result of shoppers coming from a social network. The report found email and search advertising were much more effective vehicles for turning browsers into buyers.

"The best analogy is in the South, a lot of people go to church on Sunday," says Fiona Dias, executive vice president of strategy and marketing for GSI Commerce. "If you go with the theory that you should market where the people are, then you should be running off to market during church services. Facebook has the same analogy. Buying things from retailers is maybe 10th on the list of things they want to do on Facebook."

Dias says social media outreach is somewhat effective for distributing news about short-term deals. In that case, 5% to 7% of purchases are influenced by social media activity.

What does seem to work is more traditional online marketing, including email and search advertising. Most consumers in the study were exposed to some form of marketing by the retailers before they made their purchase. Seventy seven percent of transactions in hard goods categories (like lawnmowers) and 82% in soft goods categories (i.e. clothing) occurred after the consumers had engaged in some interactive marketing tactic before their purchase. Forty percent of hard goods transactions and 60% of soft goods transactions came to retail websites directly from email and search.

 

 

Please read the full article here >>>

 

 

 

Please leave your Facebook comments or suggestions below so that we can upload more useful info to benefit millions of our Global Elites Network alumni members and fans around the world. Thanks in advance. 

 

Cart  

No products

Shipping $0.00
Total $0.00

Check out