‘Social networks’ Buy buttons aren’t working’ – Internet Retailer
Zak Stambor says, “Most retailers don’t use Buy buttons, and even among those that do, few generate significant sales from them.
Facebook, Instagram, Pinterest and other social networks have spent more than a year rolling out Buy buttons that enable consumers to buy directly on their platforms. But few retailers are using the buttons, and even among those that are, few are generating much in the way of sales, according to survey results released today by email marketing vendor Campaigner.
The survey finds that only 16.6% of the 562 Campaigner clients that took part in the survey offer Buy buttons on at least one social network. And 71.8% of those that are using Buy buttons aren’t generating meaningful sales from them. Another 17.5% said they are generating 1-5% of their revenue from Buy buttons. Those lackluster results, which mirror similar results reported by Macy’s Inc., help explain why 39.7% of respondents said they planned to decrease their use of Buy buttons next year
While Buy buttons haven’t gained much traction, social media marketing is second, behind only email marketing, in respondents’ rankings of the tools they plan to use more of next year. 73.1% of respondents said they plan to increase their use of email marketing, while 59.8% said social media marketing, 46.3% email newsletters, 45.5% content marketing, 37.6% personalization, 33.8% search engine optimization and 33.1% digital advertising”.
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