Social and Search: Only Hype?
Much as marketers and Social Media proponents are stressing on the importance of driving e-commerce, there are still some who firmly believe that social media is yet to account significantly in terms of driving sales. Recent reports have clearly revealed that it’s the online searches that account for the major factor driving sales.
A a customer experience company, a few months back, had reported that social media had not really proved as effective when it came to influencing sales. E-commerce sales were mostly influenced by online searches (around 32 percent of sales traffic) followed by other factors. In fact, e-mails fared better than SM with a 2.82 percent share as against 1.55 percent of social media. It has also been mentioned that the figures earned by the social media in this context had plummeted from the previous year (2012) when the same stood at 2.36 percent.
Social Media exponents, however, still suggest that it is only through this platform that you can expect to turn small group interactions in to larger ones thereby influencing sales traffic substantially. Basically social interactions are expected to lay the foundation for larger patterns in the form of greater exposure here. Online searches, on the other hand, are simply scaling strides in terms of figures driving search traffic.
As arguments over the much hyped issue of the Social vs Search continues, it has further been reported that as per a survey (Dake University), the US chief marketing officers revealed that investment in Social Media would be more than double in the next five years.
Whatever be the figures in terms of sales traffic, it is very interesting that the much recent stress in to the proper integration of the social and search has already come under the scanner. Can websites really ignore the social signals as of now, or will it be another year for SM to assume a bigger role?