Social media marketing gaining ground in US
America’s big players think that the time is right for using social networks / media to market to the young. How long will it take for this to reach the UK ?
A growing number of American retailers are targeting young people with social media campaigns as the back-to-school season gets underway.
Businesses such as JC Penney and Sears have developed campaigns involving elements such as virtual worlds, social shopping, widgets, video and social networks to attract more dollars amid a slowing economy, JupiterResearch said.
Such promotions seem to be gaining traction among retailers as consumers are expected to curtail spending on back-to-school items this year, according to the research report.
Despite the proliferation of social media marketing campaigns, JupiterResearch president David Schatsky warned that the benefits may not be as tangible as those associated with other forms of advertising.
“Retailers experimenting with Web 2.0 experiences will largely find benefit from them in the form of branding and awareness building rather than direct sales as social media has shown little direct impact on actual online retail sales,” he explained.
British retailers may do well to review their own campaigns in light of these findings, a recent eMarketer report suggested that 11 million UK web users visited a social networking site in 2007.