5 Feb 2011

Social Media Is Driving Disappointingly Little Traffic to Your Site

If you are thinking of changing your marketing mix in favour of Social Media and discard the tried-and-true online marketing mix you might want to wait a little.

I have earlier written a blog post about how much a Facebook fan is worth but in a survey made by Foresee it's revealed that a Facebook, Twitter or other Social Media fan does not generate the revenue we might have expected it to, yet.

Social Media is only responsible for 3 per cent of the visitors to e-commerce website in the UK (in America it's 5 per cent), the study reveals. In comparison search engines are responsible for 13 per cent of the visitors and email marketing 10 per cent. Moreover, the customers who visit a website because of a Social Media interaction are not among those most likely to press on the proceed to check out button. The survey shows that in Great Britain Social Media doesn’t influence the online sales as much as hoped for.

Primary Influence on Website Visit
Familiarity with brand 46%
Search engine result 13%
Promotional e-mail 10%
Word-of-Mouth Recommendation 10%
TV, Newspaper, Radio or Magazine Ads      8%
Internet Advertising 5%
Interaction on Social Network 3%
Shopping Comparison Website 2%
Blogs or Discussion Forums 1%
Product Review Website 1%
Source: Foresee (February 2011)

When asked how the customers wanted to hear from retailers the traditional channels win again. A surprisingly high number (20 per cent) doesn’t want to hear from us at all - the rest are quite clear on how we are to contact them. Again Social Media is not among the most preferred. Only 2 per cent in the UK and 8 per cent in the US prefer Social Media such as Facebook, Twitter or Linkedin. Again e-mail marketing is most preferred with 62 per cent in the UK and 64 per cent in the US. Social Media is like all other channels important but, at the moment, not as important as we might have expected it to be.


Download the complete survey by Foresee.

2 comments:

  1. It will always boil down on how well you present the product you have, you know, consumers usually depend on what they see and experience about something. This means that, to be able to get people to come to you, you must prove to them that you are trustworthy enough to believe in.

    ReplyDelete
  2. If you are finding out the best of others, you must choose the best social media channel. Nice blog for marketing mix in favor of Social Media and discard the tried-and-true online marketing mix.

    ReplyDelete