Santa Brings S-commerce to Holiday 2015
“This holiday season will be the first real test of a new wave of social commerce,” writes eMarketer on Monday.
eMarketer’s assertion in "A Happy Holiday Season Expected for Retailers" prompted Al Lalani, CEO of Social Annex, a social commerce and customer loyalty software company, to send his opinion to Target Marketing on Wednesday.
“Despite turbulence in stock markets and economic concerns about the financial future,” reads Lalani’s announcement, “the 2015 holiday season will be better than expected for retailers and manufacturers that prepare for and embrace these trends. Everyone from small retailers to the NFL is adopting social commerce, proving a widespread belief that it's [the] next technology wave to impact the consumer shopping experience.”
eMarketer cites the “buy” buttons available on many social networks, including Facebook, Pinterest, Instagram, Twitter and YouTube.
“Because Facebook and Pinterest are the social networks responsible for the most referrals to retailer websites, according to Q2 2015 figures from Merkle|RKG, retailers and others are the most interested in their buy button offerings,” according to eMarketer.
On Tuesday, HubSpot’s Juliana Nicholson provided three tips marketers can use for s-commerce, even though her post honed in on nonprofits using the “Donate Now” button on Facebook:
- Point the Way — Don’t just put up buy buttons on social pages and in ads, create content that directs prospects to convert. HubSpot suggests even changing cover photos to include arrows and text directing users to the buttons.
- Run Targeted Ads — Segment, and avoid sending ads to those already planning to buy. “Interest targeting can be a great place to start, as well as behavior, demographics, job title or connections,” writes Nicholson.
- Keep Content Balanced — Avoid going full-on sales mode, she says.
How are marketers employing s-commerce?
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Related story: Google ‘Buy’ Button Debuts