07 Dec Social vs. Search While Black Friday Struggles | Social You Should Know
Social Now Drives More Website Traffic than Search
An ongoing analysis of website referral traffic by Shareaholic (article by Buzzfeed) showed that social channels are now driving more traffic for sites than search. Social media is now responsible for 29.4% of all website traffic, yet social spending only accounts for 13.6% of marketer’s digital ad budgets. This is a pretty significant imbalance and should drive some major strategic shifts in how brands reach consumers.
Black Friday/Cyber Monday Social Media Won By Integrated Social Promotions
Amazon, Target, Kay Jewelers and TJ Maxx all turned to social shopper marketing promotions to help drive Black Friday engagement and conversion. Going beyond just pushing deals and promotions, these brands leveraged social sharing to reach consumers across their social networks. Here’s a roundup of retail social promotions from our Francheska Gjeloshaj.
(Disclosure: Kay Jewelers is a client of Ignite Social Media)
Mobile Dominates Black Friday Traffic
Consumers pulled out their tablets and phones to shop on Black Friday with mobile accounting for 52% of all traffic. Despite this, sales for the weekend were down as retailers have extended sale periods and consumers are shifting the way they shop in response. Many are beginning to ask if Black Friday is still relevant as an occasion. Evidently, some folks still think a flat panel TV is worth a scrap.
