As technology rapidly advances, retailers are diving into the evolution of social media platforms and how they are affecting customer interactions. In spite of criticism from skeptics, social media is a powerful source of revenue. Brands continue to look at these channels as a key element in their digital initiatives.

Though a little derailed from its original means of connecting friends and family, social media has always been a great tool for promoting business. Today these platforms drive meaningful traffic to eCommerce sites not only through organic traffic, but also via paid media investments on Facebook, Instagram, Twitter and Pinterest.

When a consumer clicks one of these adds and  lands on a site from social, the ecommerce marketer gains valuable insight into that specific user—insight that can be used to personalize the user’s experience. Sites can tailor their messages and offers to coincide with the consumer’s original ad source.

With lines between social media and ecommerce increasingly blurred, brands shouldn’t see social as a threat, but an opportunity. Social channels may continue to enter personalized marketing territory, but the treasure trove of information on preferences and affinities marketers have access to via onsite activity for personalizing the shopping experience will largely keep consumers within a company’s owned channels. Only now, social will begin to contribute more meaningful indicators to a brand regarding things like purchase intent for even more cohesive, omnichannel experiences. (Source – AdWeek)

Social media users represent a huge share of the market, and it only continues grow. With millions of users in spite of growing privacy concerns, most consumers won’t easily abandon their favorite social platform, but will quickly abandon a site they don’t deem compelling.  Retailers must bridge the gap between the online and offline worlds in order to stay profitable, and social helps them do this seamlessly and effectively.

How so? Data. The devices used to access social media are a wealth of constantly updating data–perfect to drive business and marketing decisions.

Ecommerce companies have been using big data to drive decision-making and personalization since ecommerce came around. Tracking customer preference for particular products, order history, and shopping behavior allows retailers to increase a customer’s engagement, which leads to better customer service and, in turn, increased revenues. (Source – IOT For All)

Utilizing innovative technology and methods allows ecommerce retailers to deliver a highly personalized shopping experience; simply put, brands focusing on social are succeeding.  Not only does social media put the brand into the pocket of the consumer, but it also let’s the brand actively engage with them through their full experience–from research to purchase to brand advocacy .

Personalization is key in this day and age, and now is the time to leverage innovative new methods for personalizing the user experience on both traditional channels and social commerce.

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