‘Social Media’ aided purchasing
Search engine optimisation providers may be sought as a means of combining managed emarketing initiatives with social media for great results.
Search, social ‘aiding online shoppers to purchases’
Wednesday, March 16 2011 by Kate Billinghurst
Online buyers are increasingly relying on a mix of search and social media throughout the purchasing process, according to new research covered by eMarketer this week.
Research compiled by GroupM Search and comScore looked into the increased use of social media and its combination with the likes of Google, highlighting the renewed importance of search engine optimisation providers in modern website promotion strategies.
“Marketers still sceptical of the overall influence of social media on online purchasing habits have reason to rethink that scepticism,” eMarketer explained. That’s because buyers who purchase or convert online are about as likely to use a combination of search and social resources (48 per cent) as they are to use just search (51 per cent) on their way to investment.
Meanwhile, when consumers were exposed to brand-specific search results and social media, clickthrough rates from search engines jumped by 94 per cent, highlighting how social media investment can aid marketers when influencing consumers during the payment process.
“However,” eMarketer added, “marketers looking to capitalise on social media’s role in vetting shortlists and identifying new brands will have to look beyond standard media channels and brand-controlled experiences on Facebook and Twitter.”
It cited that comScore and GroupM discovered how researching brands on a product shortlist will depend largely on peer opinions, as 30 per cent of consumers relying on user reviews. Only 17 per cent and nine per cent use Facebook or Twitter respectively.
They added that this reliance on review-focused social media channels can make it particularly tough for marketers to control consumer exposure to brand messages and interactions as consumers look to every brand on their shortlist.
In other research from comScore this month, it was discovered how video trends in India were booming, particularly in regards to website promotion. The comScore Video Metrix service found that 30.2 million online users in India had watched online videos in January 2011.
Living Streams “Improving clients’ profitability through better use of the internet”.