#研究分享#【零售商利用社交媒体带动购物】

#研究分享#【零售商利用社交媒体带动购物】1)零售商于网页增设产品的社交分享功能,此举由2012年的89%提升至2013年的94%,用户自行于网上宣传产品也能达致相近的效果;2)在2013年,有39%的美国人在网购前会先参考网页的产品评论;3)网民透过社交网络关注偏好的品牌以获得资讯。http://www.looooker.com/archives/7621

原文标题:Retailers Use Social to Spur Shopping, Research

Social commerce lives on—but not the way it was once expected to few would argue that social media has proven to be a significant direct sales channel or that it is not as strong a sales driver when compared with other tactics. Though it cannot be tracked in traditional ways, social is indeed valuable to retailers for engagement, brand awareness and influence that unquestionably affect sales, according to a new eMarketer report, “Social Commerce: Influencing Shoppers and Assisting Sales.”

Since social media storefronts are now a relic—according 8thBridge, just 15% of retailers with Facebook apps had product browsing in 2013 vs. 62% in 2012—the hard sell on social sites has been replaced with new creative endeavors. Some are meant to engage and inspire. Others aim to motivate further down the purchase funnel.

Spurring shoppers to create, participate and share is at the heart of most retail social marketing. Consequently, adding social network sharing buttons on product pages is becoming standard. In 2013, 94% of retailers analyzed by the e-tailing group were doing this, up from 89% in 2012. And according to marketers surveyed by , social sharing was one of the most effective social marketing tactics for increasing conversions last year. User-generated content, whether product collections or images and videos, had similar rankings.

Now that retailers are accepting that the average shopper isn’t flocking to social media to purchase, they’re realizing that social can be a valuable research tool, and the opinions of online friends can be persuasive.

True enough, product reviews were the leading digital tool that influenced US internet users to shop at a specific retailer (39%), according to Q2 2013 polling by Ryan Partnership. Retailer social media was also relatively influential and performed especially well at inspiring users to buy products or brands they had not bought before.

While buying wasn’t a leading reason US internet users followed brands on social networks, according to December 2012 polling by Technorati Media, learning about products was. In fact, that was the top reason for following brands on Facebook, Pinterest, and perhaps surprisingly, YouTube, which had a strong 61%. If visual content aids shopping, the reasoning goes, then video has the potential to be even more compelling.


The full report, “Social Commerce: Influencing Shoppers and Assisting Sales,” also answers these key questions:

  • Why is social commerce important even if it drives few direct sales?
  • How do different social networks compare for key ecommerce metrics?
  • How are online shoppers influenced by social media?
  • In what ways are retailers using social media for commerce?

来源:http://www.emarketer.com/

链接:http://www.emarketer.com/Article/Retailers-Use-Social-Spur-Shopping-Research/1010595


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