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Social media marketing to play vital holiday shopping role

The same report that provided this insight also forecasted the importance of mobile commerce.

As the third quarter showed that online retail experienced a year over year increase of 13 percent, a growth rate that is notably higher than the overall retail environment, mobile commerce is rising approximately twice that fast, and social media marketing is playing an important role in that growth.

Both of those two factors will be making a considerable impact on the decisions and habits of holiday shoppers.

At the same time, the importance of social media marketing and of mobile commerce will also represent some massive changes in the way that consumers are informing themselves and spending their money throughout the holiday shopping season. This, according to comScore, a digital measurement and analytics provider.

comScore revealed its latest social media marketing data and predictions at a recent webinar.

Social Media Marketing and Mobile Commerce GrowthIts predictions regarding the impact of social media marketing on the decisions that shoppers are making, and of the impact of mobile commerce throughout the holiday season were shared at the U.S. Online Retail Economy Q3 2013 webinar.

There, it was explained by the comScore vice president of marketing and insights, Andrew Lipsman, who was also a panelist, that the top themes that were coming into their own in this year’s busiest shopping season are “what I call the 4 S’s – social commerce, smartphones, sit-back shopping, and showrooming.” In terms of social media marketing, he pointed out specifically that the influence of Pinterest is growing and that the usage of this network is increasingly based on smartphones and tablets.

Aside from the importance of social media marketing over Pinterest, Twitter was also identified as being “important”. That said, when it comes to building brands, Lipsman stated that Facebook is maintaining its dominant position.

Social media marketing in order to encourage offline, electronic, and mobile commerce was shown to have three primary benefits, which include engagement, amplification and fan reach. This can play a very important role in a retailer or brand’s ability to communicate with consumers and encourage them to buy. At this time of year, this can make this technique a vital part of success.

Social media marketing from Facebook and Pinterest most successful offline

Social Media MarketingThese two industry leaders are generating more in store action than other networks.

A new social media marketing survey conducted by ACTIVE Network has revealed that 47 percent of social network users have taken offline action in some way following an interaction on one of those sites.

These actions consisted of such behaviors as making a purchase, meeting someone, or participating in an event.

Social media marketing and consumer behaviors from five networks were examined within the survey. They included Facebook, Pinterest, Twitter, Google+, and LinkedIn. Among them all, it was determined that Facebook was the greatest driver of offline actions. In fact 87 percent of the users of that site had taken part in at least one offline action as a result of an online interaction there.

The second social media marketing position was taken by relative newcomer, Pinterest.

Pinterest’s social media marketing generated offline action among 70 percent of its users. Next was LinkedIn, with 60 percent, then Twitter, at 56 percent, and finally Google+ at 37 percent. The ACTIVE Network study was entitled “Beyond the Click”.

Also determined through this study was that Facebook and LinkedIn were the leaders in social media marketing that brought about personal connections and meetings in person. These two networks frequently led to meeting offline as well as building direct contacts. In fact, 70 percent of the users of Facebook have gone on to make direct contact with someone because of an interaction that had occurred on the site. Comparatively, 56 percent of LinkedIn users experienced the same result after an interaction on that network.

Similarly, among Facebook users, 40 percent had actually met someone in person because of an interaction that had occurred on that website, where 25 percent of LinkedIn members had done the same thing for that reason.

When it came to event attendance, the leaders were Facebook and Twitter. At Facebook, 58 percent of users had attended an offline event following social media marketing on that site, whereas 31 percent of Twitter users had done the same thing because of what they’d experienced on that network.