Being socially active does not necessarily reward retailers with custom, according to new data.
Using social media to speare a branded voice onto your target audience doesn’t put pounds in the till, suggests data from the e-tailing group which found that a credible social presence online delivered little e-commerce traffic.
More than a quarter of US omnichannel retailers said that less than 1% of traffic to their e-commerce sites came from social networks.
The data further revealed that 43% of US omnichannel retailers who were polled said that less than 1% of shoppers who came to their e=commerce site via a social network spent money.
Similar results from Custora showed that social accounted for just 1% of US e-commerce orders in Q1 2014 – further evident of socials influencer over commerce.
However, data like this should be taken with a contextual pinch of salt – social presence is an invaluable and intangible element of a brands public voice. Being seen and being heard are important for brands, social networks represent causal gateway into a specific segment to your audience.
In past editions of ClickZChat we’ve focused on fairly targeted insights, but with our new event Shift fast approaching, the time seemed ... read more
It’s fair to say Twitter has had a fairly rough time of it in the recent past. The platform has struggled to ... read more
Ecommerce transactions on mobile are yet to fully take off in Southeast Asia. Lazada stands out because it is intuitive and boasts strong customer service.
We’ve spoken a lot about the problem of Peak Content recently. With so many more businesses now adopting publishing models to reach ... read more