This year, social media drove just 1% of Black Friday online sales.
According to the latest data from IBM, Black Friday online sales hit another record this year, but it turns out that social media played a relatively small role in terms of a direct impact of sales.
IBM found that just about 1% of orders on shopping sites came from people who visited a social network, such as Facebook and Pinterest, immediately before. This is based on transactions across 800 U.S. retail websites that IBM tracks. These findings may come as a disappointment to some marketers who poured tons of resources into social media campaigns. However, it is important to note that social networks do have a "huge indirect influence" on shopping decisions by building brand and product awareness.
Companies and data analytics organizations are trying to address the challenge of measuring how much influence engaging with a product or brand originally on one of those social networks ultimately have in the eventual purchase. "As long as you can show the influence that social media is having on the eventual purchase, that should be more than enough too justify the investment that marketers are making in those channels."
Source: http://mashable.com/2013/11/30/black-friday-statistics/
According to the latest data from IBM, Black Friday online sales hit another record this year, but it turns out that social media played a relatively small role in terms of a direct impact of sales.
IBM found that just about 1% of orders on shopping sites came from people who visited a social network, such as Facebook and Pinterest, immediately before. This is based on transactions across 800 U.S. retail websites that IBM tracks. These findings may come as a disappointment to some marketers who poured tons of resources into social media campaigns. However, it is important to note that social networks do have a "huge indirect influence" on shopping decisions by building brand and product awareness.
Companies and data analytics organizations are trying to address the challenge of measuring how much influence engaging with a product or brand originally on one of those social networks ultimately have in the eventual purchase. "As long as you can show the influence that social media is having on the eventual purchase, that should be more than enough too justify the investment that marketers are making in those channels."
Source: http://mashable.com/2013/11/30/black-friday-statistics/
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