Retailers "like" seeing revenue actually tied to Facebook.
Well-funded Facebook developer Buddy Media is using some of its cash to bolster its pitch to retailers. The company, which has 600 clients that mostly fall into the branding (not direct marketing) category, has purchased retail-focused Spinback for an undisclosed amount.
Spinback, a five-man operation that launched last fall, has attracted 20 retailer clients such as T-shirt seller Busted Tees, home furnishings brand Living Direct, and golf supplies marketer 3Balls.com. The Spinback brand will at least temporarily remain intact under the Buddy Media umbrella. Buddy Media says it eventually plans on integrating the acquired company's technology into its social media products.
"We don't know the specifics," a spokesperson told ClickZ. "There's no road map yet."
One of Spinback's specialties is tracking sales on brand websites back to Facebook Pages. Upgrading ROI tracking appears to nicely complement Buddy Media's platform, which entails Facebook analytics, wall publishing and moderation, and local or global Facebook Page launches. Among Spinback's capabilities are conversion tracking features for Twitter, email, and blogs.
In a prepared statement, Living Direct president Jason Roussos, addressed Spinback's analytics package. "[It] has allowed us turn our social media strategy into more than just 'clicks,' 'follows' and 'Tweets.' We are now getting actionable data showing us demographics, product trends and, most importantly, revenue tied to our activities."
The Buddy Media-Spinback development underscores how social media vendors, by hook or by crook, or by an extravagant set of links, want to look and act more like they're in the direct sales game. Retailers scratching their heads about what Facebook Commerce and overall social media marketing means to their futures should see it as a good sign.
Buddy Media CEO Mike Lazerow states, "[We] can now answer the question 'what is the ROI of social media?' better than anyone else in the market in a holistic way, both on Facebook and off, and on Twitter and email."
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.