Low Effectiveness in Social Media Trade
An article in Puromarketing.com reveals interesting data on the effectiveness of business in social networks, the recent report by Forrester Research and GSI Commerce, said that the media rarely lead to online shopping. Less than 2% of orders were the result of buyers from a social network during the Christmas shopping period of 2010.
Fiona Dias, GSI, says that “hopefully retail purchase occupies the tenth position in the list of things people who want to do on Facebook. From a business perspective, the media seem to have much effect. ”
However, he said that if they are effective in disseminating news on job short term as between 5% and 7% of purchases are influenced by social media or social networks.
What seems to work, according to the report, is the traditional online marketing, including email and search advertising. Most consumers in the study were exposed to some form of marketing before making the purchase.
70% of transactions in the durable goods category and 82% in the soft goods (clothing), came after consumers participate in some interactive marketing tactic. 40% of the transactions of non-perishable items and 60% of soft goods were targeted sales from email and search.
The report found that consumers exposed to online advertising at the beginning of the purchase funnel. The ads are the first point of contact in 13% of soft goods buyers, for example.