Why is it – as new research shows – that despite lots of hype and big increases in traffic from social media platforms to E-commerce sites (up 77% from 2011), very few of the visitors coming from this platform actually buy anything?
Why is it that the cranky “dinosaurs” of digital marketing – the email blast and the search result – still far outpace the bright shiny object that is social media when it comes to effectively getting people to buy?
According to the analysis, traffic to ecommerce sites coming from email has a conversion rate of 4.25% and from search results 2.49% but from social media platforms just 0.59%.
Could it be that one of the most fundamental tenets of marketing has survived even through the new world of technology—relevance?
The basic difference in these platforms is that a marketing message delivered through email or one that comes as a result of a keyword search is directed to the individual—a social media message is usually directed to everyone within the community. Even though logically the consumer might know that the same marketing message she or he received through email was sent to hundreds of thousands of other consumers—the message or coupon they received was “just for them”. It was therefore highly relevant.
Marketing is successful when it is based on certain truths of human behavior and perception that have been learned over decades of observation and application. No technology can change those basic human truths. And foremost among them is that it is all about “me” and only “me” and if you want marketing to work you better get innovative and you better make it relevant.
A serial CEO and innovation speaker, Dean DeBiase is the Chairman and CEO of entertainment.com, co-founder of boardroominnovation.com and Innovation Excellence, and a co-author of The Big Moo.