Shopper Marketing - March 2016 - 69


W

By Dan Ochwat

ith the emergence of Snapchat as
a brand tool and the new features
launched by ever-evolving platforms such as Facebook, Twitter,
Instagram and Pinterest, there's a definite
excitement around social marketing. But when
considering social's ability to engage with or
"sell" consumers, some are optimistic and
there's still plenty of doubt.
On one end, consumers are using mobile
phones more than ever: A women's shopper
study from Blackhawk Engagement Solutions released in February showed more than
70% of women over 18 owned and used a
smartphone daily - and social ranked as the
No. 1 use case. Then, during the 2015 holiday
season, more than $12 billion of a $69 billion ecommerce pull was done over a mobile phone,
according to comScore. That number was an
increase of 58% versus the year before.
So what could be the problem?
Jason Goldberg, SVP, commerce and content practice, Razorfish, says when it comes to
social commerce, there are a lot of exciting articles of reputable brands launching pilots with
exciting social platforms that make for great
trade copy, "but when you look behind the
covers, the volume of utilization and the level
of adoption of any of those pilots are miniscule
and don't justify the amount of effort it took to
launch the pilot."
A buy button on Pinterest for "major brands"
maybe generates 10 units of sales, Goldberg
says. "Engagement rates for Snapchat's geolocation feature have been tiny. Buy buttons on
Twitter haven't generated meaningful volumes.
Social networks are simply not referring a rel-

evant amount of traffic to e-commerce sites."
It has nothing to do with the platforms or
brands themselves, he says, but that consumers
in the West aren't culturally in tune compared to
the East, where "it's the predominant way they
shop. You can sell 300 Mercedes smart cars in
10 minutes on Snapchat." Goldberg says that
consumers in the East routinely begin shopping
missions on WeChat, Line, KakaoTalk and others.
F

F

F

There are successful niche cases in the West,
however. Eva Smith, head of marketing communications and insights at Pinterest, says 75%
of all pins to the network come from businesses, so they're driving a lot of the interaction.
In terms of buying, Smith cites boutiques such
as Spool No. 72, a small clothing boutique that
has seen 84% of sales come from "Buyable Pins"
or buy buttons. And Madesmith, an online marketplace for handmade goods, saw more than
7% of total orders from July to September come
from Buyable Pins, and all were new customers.
Also, Daily Chic, an online apparel company, saw
a 30% bump from Buyable Pins over the summer.
Pinterest sees success in conversion because
it's not quite the same as a traditional social
network where friends come to socialize. It acts
more as a catalog of ideas and product recommendations, Smith says.
Goldberg says another factor slowing the
use of social as a shoppable means: It's not easy
to shop on the phone. Smith agrees: "Industry
data, which is supported from our own conversion pixel data, shows that while consumers are very open to researching on mobile, it
seems that they are more comfortable and find
MARCH 2016 SHOPPER MARKETING y

69



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
Shopper Marketing - March 2016 - 22
Shopper Marketing - March 2016 - 23
Shopper Marketing - March 2016 - 24
Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
Shopper Marketing - March 2016 - 30
Shopper Marketing - March 2016 - 31
Shopper Marketing - March 2016 - 32
Shopper Marketing - March 2016 - 33
Shopper Marketing - March 2016 - 34
Shopper Marketing - March 2016 - 35
Shopper Marketing - March 2016 - 36
Shopper Marketing - March 2016 - 37
Shopper Marketing - March 2016 - 38
Shopper Marketing - March 2016 - 39
Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
Shopper Marketing - March 2016 - 44
Shopper Marketing - March 2016 - 45
Shopper Marketing - March 2016 - 46
Shopper Marketing - March 2016 - 47
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Shopper Marketing - March 2016 - 55
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