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Which Digital Marketing Mix is Right for You
One of the hottest topics doing the rounds of digital marketing blogs, articles and events is social commerce. The term 'social commerce' is a combination of the words social media and e-commerce. It refers to the integration of e-commerce functionalities with social networking websites like Facebook, Twitter or LinkedIn.
Until recently, users on social media websites did not respond positively to digital marketing e-commerce applications on Facebook business pages. However, as more brands began setting up profiles or business pages for themselves, customers began to expect to do more than just share, comment and rank content.
On the question of social commerce, there are two primary digital marketing approaches - adding social media utilities to e-commerce websites, and adding e-commerce applications to social networking websites.
Placing social media features on existing websites
From adding Facebook 'Like' buttons on shopping sites to social bookmarking, digital marketing specialists have a range of features to choose from. One example is Levi's Jeans, which added Facebook 'Like' buttons below each of their products on their company website. These buttons enabled users to tell their friends what they found, and get their opinions. According to the Digital IQ Index Specialty Retail Report, retailers who display the Facebook 'Like' button on their website display a three-month growth in traffic that is 80 percent higher.
Other social media features that digital marketing professionals can use on e-commerce websites are ratings and reviews. A favourite with businesses in the travel and hospitality industry, this feature helps in long term brand building. Also, discount websites like Groupon have added a new angle to social commerce.
Placing ecommerce functionalities on social media networks
Some of the first companies that added ecommerce capabilities to their business pages on social networking websites were Brooks Brothers, 1800Flowers and Walmart. Later, Target added a searchable product inventory, while Pizza Hut added an application enabling users to place orders, directly from Facebook. Some addictive Facebook games like Farmville allow users to purchase points, to increase their game score.
It is still too soon to find the right method of adding e-commerce features to a communication channel, as users view digital marketing messages unfavourably. As long as digital marketing experts find a way to integrate the process of buying and socializing, companies will have a strong future on social media websites.
Today, signboards that once asked people to visit their official website, now ask people to visit the company profile page on Facebook, Twitter or LinkedIn. Exchanges between brands and customers through social media channels are becoming even more common. It remains to be seen how well digital marketing professionals leverage these social exchanges to build a relationship with their customers.
Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.
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