E‑Retailers to up Social Marketing Effort

It makes sense that e‑retailers are using social marketing strategies to capture online traffic. But how widespread is their use of social marketing and can e‑retailers measure the success of their efforts? The 2009 State of 645099_the_secretRetailing Online report, conducted by Forrester Research for Shop​.org, shows how these marketers currently use and how they plan to use social media.

For example, about 1in 3 e‑retailers says that social media has played a role in increasing business while the remaining 2/3’s say that the return on investment is unclear. For many of these businesses, participation in social media appears to be a forced march. The following percentages of e‑retailers indicate their reasons for pursuing social media:

  • To avoid being left behind 54%
  • Because of the general interest in this topic 50%
  • To keep up with competitors 28%
  • To satisfy senior management 15%

These marketers are also attempting to measure the results of their efforts and here are some of the most popular methods being used:

  • Click-​throughs from sites like Twitter or Facebook 60%
  • Increased growth of followers on sites such as Twitter or Facebook 57%
  • Numbers of subscribers on a company’s blog or social network page 42%

While it appears that a solid percentage of e‑retailers is actively using social media, there is growing interest in this format. Nearly 2/3’s of these marketers agreed that they plan to experiment with social media in time for the 2009 holiday selling season.

[Source: 34% of e‑retailers say social marketing has increased sales, Internet Retailer, 10.06.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.