What’s the true impact of social media on buyers? Where does social media fit in the marketing mix and investments? These are among questions on the minds of retailers converging in Chicago for the Internet Retailer Conference and Exhibition (IRCE) this week. With the largest e-commerce event as a backdrop, we’re delighted to be launching the new Anametrix Social Analytics solution to help answer those questions. If you are among the nearly 10,000 attendees at McCormick Place Convention Center, be sure to come by Booth #260 to meet us and see a live demo.
Leveraging social media in the customer journey is at the center of research and debate among marketers. Findings in Monetate’s Ecommerce Quarterly (EQ), a report based on more than 500 million online shopping experiences in the first quarter of this year, show that social media drives just 1.55 percent of all e-commerce traffic to top sites. In addition, social-media platforms overall had a conversion rate of about 0.71 percent. But the study’s guest commentators Jay Baer popular social-media author and speaker and Anametrix Advisory Board member and Mitch Joel tell marketers not to give up on social media. They suggest leveraging what social media does best: “make content as shareable, findable and valuable as possible.”
