Social media advertising, especially on Facebook, has moved up significantly as a favored acquisition tool of retailers, according to the recent State of Retailing Online 2015 survey conducted by Shop.org, Forrester Research Inc. and Bizrate Insights. Per a recent story by Multichannel Merchant, the survey found that 25% of retailers now cite Facebook as a top acquisition platform, although paid search and e-mail marketing still top their list of most effective channels. Among the paid social media tools, 50% of retailers said they are spending more this year than last year on paid Facebook options such as promoted posts and paid ads. YouTube came in second place among paid social choices, with 29% of retailers saying they will spend more on paid YouTube promotion, followed by Pinterest with 27% planning an increase, Twitter 22%, Instagram 20% and Snapchat 6%. For more from the survey, including trends in online marketplaces, search engine marketing and online site merchandising, see http://multichannelmerchant.com/marketing/facebook-is-the-top-acquisition-platform-for-retailers-22072015/
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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