Social media drives purchase & recommendation

It’s great when a robust piece of research backs up your instinct.

We wouldn’t spend so much time on the likes of Twitter, email or Facebook if we didn’t  believe there was a business value & return but now email marketing services provider, ExactTarget, has quantified that value by surveying over 1,400 UK web users.

The results that count are;

• 24% of respondents who had ‘liked’ a company on Facebook were more likely to do business with the brand & 28% more likely to offer a recommendation
• Twitter followers scored higher at 32% potential to buy & 40% recommendation
• 46% had gone on to purchase goods or services as a result of receiving a requested marketing email, although there was no indication at what frequency of emails purchase was triggered  – my guess would be > 3 but < 7

As ExactTarget’s CMO commented “UK consumers expect more from brands than ever before as they turn to email, Facebook and Twitter for exclusive content, special offers and unique experiences.

“Agile marketers who can drive interaction across online channels and build consumer engagement have a clear advantage.” 

I would only add ‘a 25% to 30% clear advantage’!

About these ads

• purchase intent
• recommendation
• return on investment
• social media
• value of social media