Phantom networks
27.09.2012 2995

Phantom networks

Social media cannot be relied upon as a source of sales for both regular and new customers, according to a study by Forrester Research Inc.

The experts of the company came to this conclusion as a result of a study in which 77000 online purchases were studied between 1 and 14 on April of the current year.

The study showed that less than 1% of them can be traced to social networks, such as Facebook or Pinterest.

The conclusion is unexpected when you consider the results of the 5778 consumer survey conducted by the company in the third quarter of 2011.

Then 48% of respondents agreed with the statement that social media posts are "a great way to discover new products, brands, trends or retailers." And 40% agreed that these messages are "a great way to learn about sales and promotions."

The study report said that although consumers said they were interested in using social media as a tool to make purchases, this does not mean that they will immediately buy goods immediately after reading the message.

Analysis of the path to completion of the transaction showed that customers interact with many marketing channels, for example, email, visual and contextual advertising, before making a purchase.

According to the study, 48% of loyal customers and 33% of new customers did this in advance of the purchase.

E-commerce sites remain the channel with the highest conversions at around 30%.

Direct repeat visits, organic search, and PPC generate the most sales to new customers - 39%. Regular customers most often started their shopping journey with email.

The result of social media, which is rather pale against this background, is considered by a team of researchers as a sign that they have yet to realize their potential as a trading platform. And social media can be a powerful marketing tool.

Forrester also said that social media is much more a sales engine for small businesses that were not included in the study, retailer.ru reports.

Social media cannot be relied upon as a source of sales for both regular and new customers, according to a study by Forrester Research Inc. To this ...
5
1
Rating

Latest News

Street Beat opened a store in Tula

The Street Beat chain of stores opened a store for the first time in Tula in the Gostiny Dvor shopping center. The store area is 300 sq. m. meters.
27.02.2024 175

The Telegraph network was divided into two retail projects

Shareholders of the Telegraph chain of department stores of Russian designers disagreed on the operational development of the business. After the business division, part of the department store chain rebranded and changed its positioning. Under the new name “NAMES” there will be...
27.02.2024 177

Birkenstock reimagines Zurich sandals

German footwear brand Birkenstock has decided to redesign the Zürich sandal model, sixty years after the silhouette was released on sale. The updated version of the model was called “Zürich…
27.02.2024 273

Milan's Lineapelle noted an increase in attendance

The international leather exhibition Lineapelle, held in Milan in February, attracted 25 professional buyers who came from around the world. Organizers note an increase in attendance at the event compared to last year’s two…
26.02.2024 218

Moscow Fashion Week starts this week

Moscow Fashion Week will be held in the Russian capital from March 1 to 8 at two venues - in the Manege Central Exhibition Hall and in Pavilion No. 75 at VDNH - one of the spaces of the International Exhibition and Forum...
26.02.2024 305
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning