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Jaguar presents Desire


Serious branded content investment from Jaguar around the F-type with video from Ridley Scott Associates starring Damian Lewis and with music from Lana del Rey…

 

Are social tactics meaningful sales drivers? Thoughts on recent Forrester Research report

Was fascinated to read a summary of Forrester’s recent research into social media and online retail transactions. It found 39% of online retail transactions by new customers started with clicks from paid or organic search results and fewer than 1% come from social channels. Apparently 48% of consumers reported that social media posts are a great way to discover new products, brands, trends, or retailers, but fewer than 1% of transactions could be traced back to trackable social links.

It’s important to think about all social media activities from a business perspective; without a clear objective there is usually no point investing time and energy. But social media is, by its nature, social — so trying to use social purely as a transaction driver risks being antisocial.

A few thoughts on this:

  • Social media activities should, where possible, be better integrated with tracking to help trace transaction origins and customer purchase journeys
  • Not all social media activities are designed to drive transactions — e.g. brand advocacy, awareness raising, community building, crisis response, customer service, reviews drivers etc
  • If we accept that purchase journeys are less linear these days then maybe we need to provide more transaction options e.g. F-commerce, so consumers can buy within shared rather than owned environments

Clearly search and email marketing are incredibly important sales drivers but I don’t think it’s right to apply the same expectations to social media just yet.

The report serves as a good reminder also of why it’s so important to deliver outcomes rather than just noise through social — we need to stay focused on delivering business results, whatever those might be.

Animated GIFs — the Diesel ads that aren’t what they seem

Very slick use of animated GIFs from Diesel here. Static ads brought to life.