Social Media Changes Online Retail Marketing Strategy

By October 06, 2008 5 comments

Online retailers are following under-30s shoppers to social sites like Facebook, MySpace and YouTube. "Generation Y online buyers" participate in Internet activities more than any younger generation, and this influences their online spending habits. The Society for New Communications Research study entitled, "Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media," confirms the importance that this demographic holds for online rating systems, discussion forums and blogs.  These sources of information seem to be divorced from traditional marketing strategies, and therefore have more credibility.

Online buying is developing in such a way that conventional PR and marketing strategies are quickly becoming irrelevant. Shoppers are influenced by social and communications sites when they are looking to buy something. As eMarketer says in "Social Media and Shopping Behavior,"To reach this demographic segment, Web retailers are marketing to them on their own turf." Change in the patterns of influence means more speaking directly to customers, defining new methods of influencing them and their buying habits. The SNCR released another study which offers new recommendations to the PR profession.

Strategies include partnerships with larger sites to create their own networks, such as Instyle.com and ShopStyle.com combining forces. Many online retailers in the United States create profiles on existing social networking sites: Internet Retailer's "Emerging Technology" study shows that of those merchants that are maintaining these pages, 32 percent are on Facebook, 27 percent on MySpace, and 26 percent are on YouTube. Wet Seal, a clothing store for teenage girls, hosted a contest involving Web site visitors posting YouTube videos to win a gift card.

Other merchants have hired marketing consulting that specialize in contemporary methods. L'Occitane USA, a natural beauty and personal care product line, hired Mercent, a Seattle-based company founded by former Amazon members, to strengthen the company's online presence. Mercent Retail networks with marketplaces such as Amazon, Buy.com and others to foster promotion and customer feedback.

Page top

5 Comments

The reason for the popularity of social networking sites like myspace and facebook lies in the fact they were grassroot type organizations that were not concoted or corrupted by marketing companies when created. They were pure expressions of an indivuals personality. I for one think its a shame the advertisments and marketing are starting to encroach upon these places. Because the places will morph into something else when materialized by the ad money.

Sincerly John @
http://weirdsciencekids.com

Submitted by John (not verified) - on November 30, 2008 at 10:41 am

i really appreciate on your marketing stratrgy.

Submitted by sunil (not verified) - on February 26, 2009 at 03:40 am

Affiliate Marketing is a performance based sales technique used by companies to expand their reach into the internet at low costs. This commission based program allows affiliate marketers to place ads on their websites or other advertising efforts such as email distribution in exchange for payment of a small commission when a sale results.

www.onlineuniversalwork.com

Submitted by Charles brooks (not verified) - on December 14, 2009 at 02:37 am

Affiliate Marketing is a performance based sales technique used by companies to expand their reach into the internet at low costs. This commission based program allows affiliate marketers to place ads on their websites or other advertising efforts such as email distribution in exchange for payment of a small commission when a sale results.

onlineuniversalwork

Submitted by coetsee (not verified) - on December 27, 2009 at 03:05 am

Affiliate marketing has been a crucial element of our online marketing strategy and a cost effective way to get our message out effectively. And i agree that business has rather exploited social sites, but its very effective none the same.

Submitted by Wedding & Bridal Boutique Ltd (not verified) - on April 17, 2010 at 04:55 am

Legal mentions © L’Atelier BNP Paribas