Feb. 1, 2016
Why retailers can’t resist social media
The report, which uses a propriety formula to score retailers based on the effectiveness of their social media efforts (See sidebar), finds that many of the retailers finding the best results on social media have rethought the ways they understand, approach and think about both social media and their overall marketing strategies.
While Macy’s Inc. only drives 1.3% of its site traffic from social networks, social media plays a crucial role in the multichannel retailer’s digital marketing mix, says Serena Potter, the retailer’s group vice president, digital marketing strategy.
While social media’s might is unmistakable—a third of the 15 of the most-downloaded apps in the United States are from social networks, according to comScore Inc.—the efforts by social networks to remake themselves into direct response advertising platforms aren’t leading to many direct sales.
Nearly a quarter of consumers, 24.1%, arrive at the online-only novelty T-shirt retailer directly from social networks, according to the forthcoming Social Media 500, an Internet Retailer database that ranks retailers by the percentage of their site traffic that stems from social networks.
Few, if any, platforms make that process easier than social media, Kent says.