Chris Reed
Oct 17, 2012

Facebook doesn’t sell products but is it better than sex?

Every week there is a new survey which disproves one theory on social media while throwing up another.In the last couple of weeks two have revealed that facebook  doesn’t lead to on line sales, ...

Facebook doesn’t sell products but is it better than sex?

Every week there is a new survey which disproves one theory on social media while throwing up another.

In the last couple of weeks two have revealed that facebook  doesn’t lead to on line sales, email is much more effective and another that facebook  followers prefer social media updates to sex (they’re clearly doing it wrong…..).

So it’s addictive but  it doesn’t lead to sales?

In the first survey commissioned by Forrester the main findings are that facebook hardly registers at all as a source for new or repeat sales. How do they know? Forrester worked with ecommerce technology provider GSI Commerce to track 77,000 purchasing paths prior to completing a purchase on line.

The conclusion was that although people say they find out about products on facebook this knowledge does not instantly lead them to click through to purchase that product on line. Basically they say facebook is not a direct sales route.

Therefore if you’re spending you’re money on facebook and expecting an instant return think again, sites like Pinterest appear to have more retail engagement and lead to more sales.

However sites like facebook, the report concludes do help amplify a brand’s product which could eventually lead to sales.  Facebook may not be wanting to start charging on a CPA basis anytime soon.

33% of shoppers use at least two on line touch points from search, display, email and visiting previously trusted sites before deciding to buy. Interestingly new customers have the fewest routes to purchase. They put a product into the web and either go directly to the store site (20%), use organic search (16%) or paid search (11%), click through and buy immediately.

Revealingly the survey reports that email, that long overlooked on line communications tool, is the most effective tool for driving repeat sales.

60% of people bought either as a direct or indirect result of receiving an email about a product/brand that they had bought before.  So it may be time to focus your budget on email not facebook if you want to drive direct on sales in the most efficient and effective manner possible.

Facebook has though taken over from sex it seems, and this applies to boys and girls according to a new survey by the University of Chicago Booth School . So expect to see the birth rates plummet in facebook obsessed countries.

It could be one of the reasons that Singapore, which has the highest use of facebook per capita also has the lowest birth rate in the world. The “gah men” should be looking at this and not trying to get people to marry if they want to change this around. There is no evidence that marriage leads to babies in Singapore and yet all the policies in Singapore are pro-marriage rather than pro-passion. I know which one leads to babies….sorry I digress…….

Apparently researchers found that checking tweets, updates, photos etc was more addictive and desired than sex.  Respondents were all ages and used smartphones to respond and unbelievably the pull of social media was greater than the pull for sex (if you excuse the phrase…).

Tags

Related Articles

Just Published

6 hours ago

As we return to the office, how can we keep hold of ...

Achieving a balance between home and work was already a struggle for many. Then lockdown, the pandemic and WFH further blurred the lines delineating the two. It's time to rebuild boundaries.

6 hours ago

The purpose debate is raging but the value of ...

Placement of advertising matters more than ever, The Guardian's ad chief says.

8 hours ago

Carat names new US CEO as Angela Steele moves to ...

Mike Law, formerly head of Dentsu media investment arm Amplifi, takes over Janaury 1, as Steele moves to an as-yet unnamed role reporting to Arthur Sadoun.

8 hours ago

WPP acquires cloud-based e-commerce firm as part of ...

Acquisition to help agency group expand further into e-commerce and tech, to account for 40% of business by 2025.