Internet consultants have more reason than ever to recommend Facebook
Facebook continues to prove itself an ever more useful tool for marketers online, but for retailers the social media site is becoming a sure-fire way of attracting traffic
Facebook proves ‘critical’ to online retail website promotion
Monday, June 27 2011 by Kate Billinghurst
Internet consultants now have even more of a reason to recommend Facebook as a critical element to the success and growth of a multi-channel marketing campaign.
New analysis, released by Hitwise, provides very clear reasons for advertising on the social media site – especially in the retail sector.
The research firm has discovered that each new fan acquired on Facebook is equivalent to attractive 20 additional visits to a website over a 12 month period.
Even retailers without any Facebook fans are estimated to receive an average of 62,000 visits from the social media site each month, simply by having a presence there.
Hitwise research director Robin Goad believes there is plenty of opportunity increase Facebook-driven traffic beyond even this impressive return.
He notes that currently, fashion brands have had the most success utilising Facebook to boost their website promotion.
What is particularly interesting is that retailers such as TopShop actually saw a better click-through rate for Facebook than for standard search engine results.
This trend is by no means restricted to the UK either.
Last week, new data from eMarketer indicated that Facebook is set to overtake Yahoo as the biggest internet display advertiser in the US.
The analyst’s forecast predicted that Facebook’s share of the country’s display advertising market will grow to 17.7 per cent this year.
However, eMarketer principal analyst David Hallerman does not believe that expansion of Facebook advertising will be at the expense of search engine ads, such as pay per click strategies.
“With the vastly different advertising experience each company offers, many marketers will run display ads on both platforms,” he explained.
In the UK, Facebook has already demonstrated its influence.
Hitwise data from October indicates that one in every six page views from UK internet users goes to a Facebook page, while Brits browsing the internet spend 20 million hours on the website collectively, everyday.
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