Twitter and Facebook are usually the last click before you buy e-commerce, but this does not mean that they inspire or influence buying. Yet Black Friday report IBM said provided 0% redirection traffic Twitter and Facebook sent to 0.68%. To attract advertisers and e-commerce integration, we must show it is do not Google each sale at the wheel.
Last year IBM said Twitter generated in 0.02% of the traffic, but now the microblogging platform led allegedly no measurable amount of traffic. If you included in conversions and visits downstream, this percentage may not be huge, but I doubt that it is zero. A whole IBM according to social networks like Facebook, Twitter, LinkedIn and YouTube generated 0.34% of sales online on Black Friday, down 35% from 2011. The absence of sale allocation, in particular for paid ads, is a problem for the industry.
[A major drawback: IBM did not readily disclose the methodology for this study, so the numbers should be taken with coarse salt, and this article does not attempt to say Twitter is driving purchases of traffic or the influence of orientation.] Role of Twitter in the demand generation is very important, but the issue is followed here for show business, they get a return on their ads and efforts on the social network.]
In recent months, Facebook has made a major effort to get the credit for purchases downstream. It is implemented a self-service user ID matching system and drop cookie ads. These let advertisers tell whether someone who has bought something on their site saw an ad for them on Facebook in the past weeks or months - not only if a click-through ad led straight to your basket.
However, these don't tally purchases inspired by owned (messages Page) or won (mouth) media on Facebook. Those are huge. Facebook tells me the top 25 most talked about Pages this week were all retailers. Wal-Mart, Toys 'R' Us and Macy is had the most programme (likes/comments/actions). The user makes mention of the word 'shopping' doped 586% last week, and many of them probably cited where people were shopping.
It is a ton of viral marketing which could lead conversions downstream, but is not taken into account. Facebook may need to extend these systems of this e-commerce sites can know if a buyer is one of his fans, saw a particular job, the promotion of what they have bought, or saw a link to the product that has been shared by a friend.
Twitter seems to be far behind on that. I have not heard of any system of conversion downstream connected to Twitter accounts or ads. Of course, e-commerce sites can tell if someone has clicked directly to their site one of their Tweets promoted. But what happens if minutes, hours or days later they recall the announcement or account, search on Google and finally make a purchase?
Twitter has confirmed with me that there no conversion downstream from now, which means that it does not get the credit he deserves. I think that the correction that will be a great theme for Twitter in 2013.
It is essential that these social networks strengthen their systems because advertisers want to just plop down where they can clearly see return on investment of their dollars. If you spend $50,000 on Twitter ads, but all your holiday sales come from Google, you could spend this budget looking for ads.
Alternatively, if Facebook and Twitter really grow their systems, they could claim credit for purchases that they have influenced only slightly, or to provide buyers who have not yet noticed, they saw an advertisement for what they bought. It is perhaps not the most honest tactical business, but now the search engines are rating affected without giving credit to that threw the ball.
[Image credit: Inc..]
Twitter, founded by Jack Dorsey, Biz Stone and Evan Williams in March 2006 (launched publicly in July 2006), is a social network and micro-blogging service that allows users to post updates 140 characters long. Twitter "is a real-time information network that links the [users] for the latest stories, ideas, opinions and news." The service is accessible through various methods, including the Twitter Web site; text messaging; instant messaging; and third desktop, mobile and web applications. Twitter is currently available in...
Post a Comment