Marketing to Women: Should you focus on Facebook, Pinterest or Twitter?

June 7, 2012 § 1 Comment

There is a new study out from the National Retail Federation that has some interesting information on consumer preference on social media and what consumers are looking for in social media engagement.   According to the 2012 Social and Mobile Commerce Study, consumers are using Pinterest more than Facebook and Twitter to engage with retailers and brands.

 Online U.S. consumers report that they already follow an average of 9.3 retail companies on Pinterest, compared to the average 6.9 retailers they follow on Facebook and the 8.5 retailers they track via Twitter. Overall, almost two out of five (38%) online consumers follow retailers through one or more social networking sites.

Don’t forget the importance of blogs and YouTube.  The survey found that seven in 10 (70%) of those who follow a retailer’s blog click through to the website, and more than two-thirds (68%) of consumers use YouTube to browse and research a retail company.

Reasons consumers follow retailers on social media include the following:

• 51 percent say they follow a retailer to get information on deals and coupons, down from 58 percent who said so last year.

• Four in 10 (43%) say they are looking for product information

• 36 percent want to post/read comments about merchandise or services.

• Three in 10 consumers who follow retailers via social media say they are actively looking for information about events (34%), current trends and ideas (31%), or photos and videos (30%), such as “how-to’s” and styling ideas, as well as expert opinions (27%).

Importance of mobile in social media interaction

Retailers are just beginning to take advantage of location data to serve their customers.  One-third (33%) of those who own smartphones say they have “checked in” with retailers, using location-based services, such as Groupon Now!, FourSquare and Facebook. Retialers can target special offers, discounts and coupons to these mobile consumers once they’ve “checked-in.”

Snap-happy Consumers 

You see it everywhere in stores today.  People taking pictures to show friends and family.  Thirty-seven percent (37%) of smartphone owners who shop online say they use their smartphone to take pictures of products and more than one-third (34%) said they send the pictures of the products they see to friends. And seeking purchase advice and affirmation, consumers also say they text/call friends/family about specific products while shopping (33%).

Mobile and social media are the new frontiers for meaningful engagement with consumers.  It’s important to understand the dependance of consumers on these intertwined platforms to create stronger relationships with their brand.


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