Emerging trends in social media and mobile-based commerce suggest that brands on Facebook should be planning ahead. Shoppers of all ages – not just the students – are interacting with their preferred brands online and on mobile devices more than ever before. 54% of respondents in a Brand Keys survey prefer to shop online, up 14 percentage points from the previous year.
The same survey indicates that mobile commerce as a whole is projected to generate $17.2 billion in sales in 2013, an increase of 48.3% from 2012. In addition, almost seven out of ten tablet owners use their devices to shop online for back-to-school and college items. As users become more and more inclined to access content via mobile, it is important that brands capitalize on this opportunity.
How can a brand take advantage of the evolving zeal surrounding online and mobile commerce? Simple: use social media to engage with your fans and potential customers. A strong and effective social campaign does at least one of the following: raises awareness, drives traffic and thereby generates revenue from your fans. This is, of course, easier said than done.
Product discounts such as coupon promotions are arguably the best way to interact with customers because they tie together awareness, customer engagement, and web traffic while also generating revenue. Social media offers an excellent platform for turning clicks into conversions and fans into customers. In addition, since 23% of all time spent on mobile applications is spent on Facebook, the opportunity is ripe. The key however, is using the right technologies to quantify ROI, gather data, and follow up on sales in order to turn one-time conversions into dedicated fans and repeat customers.
Playing the mobile game is also critical for brick and mortar storefronts. 52% of adult cell phone owners use their devices in-store to check prices and help with their purchase decision. Furthermore, even these brands without e-commerce outlets can benefit from discounts and promotions on social media. By offering fans (and in-store customers) special deals through Facebook, brands can drive traffic from their fan page into the storefront while also raising awareness and yes, generating revenue.
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