Study Declares Social Media As Effective Direct Sales Channel

gnbvi68 By gnbvi68, 15th Jan 2014 | Follow this author | RSS Feed | Short URL
Posted in Wikinut>Reviews>Web Sites

Less than one percent of online retail transactions come from social media , according to a new report from Forrester Research ' The purchase path for online shoppers in 2012. '

Study Declares Social Media As Effective Direct Sales Channel

Not even one percent of online retail transactions come from social media, as per a new research from Forrester Research ' The purchase path for online shoppers in 2012. ' The report which analyzed 77,000 online transactions for a period of two weeks in April, reports that small business owners and marketers focus their sales efforts on other more effective channels.

"Inspite the changes in the landscape of interactive marketing and the growing number of shoppers using mobile devices and tablets to access content, basics of Internet marketing are still effective ," writes Forrester analyst Sucharita Mulpuru .

Buyers are influenced by multiple stages, according to Forrester, the most popular is organic search, paid search and email. For example, e-mail and direct traffic matters more for repeat customers, with 30 percent of transactions driven by e- mail to the retailer.

" Because your loved customers are and more likely to be receptive to messages of retail marketing, it is no wonder that email is very effective for repeat sales from buyers in driving tactics ," says the report.

An additional 30 percent , type the URL of the store directly in a browser. "While explicit interactive marketing tactics are critical to sales, a significant portion of shoppers visit sites by typing the URL directly from the retailer ," says the report. " A more professionals as e-business focus on promoting your site URL to buyers in everything from shopping bags to store output packages , consumers are likely to visit a site directly , especially if the URL it is intuitive and easy to remember."

Study declares effective Social Media as a direct sales channel
As for new customers, paid search matters most.

" As the Web is still a powerful tool for anglers ' spear ', seeking specific products or brands typing words into a search box, it is not surprising that new buyers are strongly influenced by paid search, much more than repeat buyers, " says the report.

In fact, 39 percent of retail transactions online new customers start with a few clicks of payment or organic search results. A third of its transactions is more than one contact point with tracking service, compared to almost half of the regular customers who visit multiple points of contact traceable .

When it comes to social media, the study reveals such sites can not account for significant sales boost. While 48 percent of consumers reported that messages of social media is a great way to discover new products, brands, trends or retailers, less than one percent of transactions could be traced back to social ties traceable .

"Despite the buzz about social media as a driver of influence in e-commerce continues to capture the attention of line managers, the truth is that social is still fighting and forms an almost negligible source of sales, either new or repeated buyers, " Forrester.

The report concluded that it is essential for e-commerce merchants to recognize :

• Must continue to improve marketing programs email.

• Must not neglect search engine strategies .

• Must not overestimate the impact of Facebook, Twitter and other social networks in marketing.

• They must actively promote their URLs through the channels as they are important drivers of traffic from new and repeat buyers.

• They must exploit attribution modeling because many customers play multiple marketing touch points before surgery .


Sales Channel, Social Media

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author avatar gnbvi68
I am from India done my MBA in Pune I am really passionate about writing and an freelancer too.I am married and have two kids.

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