CREATIVE RETAIL AND DESTINATION MARKETING

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Get #Social!

19/04/2014


It's now even more essential to embrace hashtagging, liking, sharing and retweeting!

SOCIAL MEDIA is essential for retailers when it comes to maintaining their online presence, whether it's Facebook, Twitter, Instagram, Pinterest or Vine, it's all relevant. It's now even more essential to embrace hashtagging, liking, sharing and retweeting about your brand amongst your loyal base of fans and followers.

According to Experian Marketing Services, a global provider of integrated consumer insight, new research suggests social media sites continue to play an important role in driving traffic to retail websites. As of March 2014, social media sites now account for 7.72 percent of all traffic to retail Websites, up from 6.59 percent in March 2013.

"While search still dominates, social media is becoming a significant source of traffic across the Internet as consumers increasingly use sites like Facebook, Pinterest or YouTube more as discovery platforms," said Bill Tancer, general manager of global research, Experian Marketing Services.

Social networking platforms allow retailers to listen and directly engage with its customers. This is valuable because it allows the whole consumer experience to be tailored on a daily basis. Every minute of every day, digital-savvy consumers are tapping into social media from their desktops or smartphones on the go, to talk about retailer brands (whether good or bad), recommend products, communicate with the brand/shopping centre and discover new trends and products.

One of the most valuable elements of social media is that it allows retailers to measure shopper trends and consumer behaviour in real-time. The field is unpredictable but that's what makes it all so exciting as it evolves. Social networks are the strongest sources of retail inspiration and product discovery.

So remember…

  • Facebook is your community of brand advocates where you are posting relevant conversational updates, interacting with fans and showcasing desirable retailer offers.
  • Twitter is where you're having meaningful 1-on-1 dialogue in short bursts of tweets.
  • Vine and Instagram humanise your brand through vibrant and quirky photo and live video content.

By Harvy Matharu

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