Warc, 18 August 2014
NEW YORK: Facebook is by far the most effective social media
platform for driving offline sales for small businesses, according to a new
report.
Digital marketing company G/O Digital surveyed 1,000 US
users aged 18 to 29 for a study on Facebook advertising and found that 84% of
respondents said local deals or offers on that site were a major influence on
their purchasing decisions. Further, 25% said "it's very important and I
would be likely to make an in-store purchase within a week".
Facebook offers that could be redeemed at a local store were
by far the most persuasive marketing tactic. Some 40% cited this as being most
likely to influence them to make an in-store purchase at a local or small
business.
Promoted Posts were effective for 12% and photos/videos for
11%, while loyalty app promotions gained a 10% response.
Facebook was also way out in front when respondents were
asked which social media channel they found most useful for researching
products or services before visiting a local business. Fully 62% opted for
Facebook, with Pinterest (12%), Twitter (11%) and Instagram (9%) trailing in
its wake.
"The most bang-for-your-buck way for many small
businesses to drive in-store activity and sales through social marketing in the
short term is going to be Facebook," Jeff Fagel, G/O Digital CMO, told
ClickZ.
"Pinterest and Twitter should definitely have a place
in their larger social marketing strategy, but will serve different purposes
and support different objectives," he added.
Amid the ongoing debate about privacy, and recent
revelations surrounding Facebook's manipulation of news feeds, G/O Digital's
research suggested that local relevance and personalisation might be more
important for users.
It found that just over one third (36%) of respondents felt
that "ads that are targeted based on your personal interests and past
purchases" were most likely to influence them to interact with Facebook
ads from small businesses. More than one quarter considered "ads that are
targeted based on current location" to be most influential.
"It's all about relevancy," Fagel declared.
"For example, if you offer me $2 off a hot dog at a baseball game, I won't
mind having my mobile viewing experience interrupted by this ad, because it's
solving an immediate, relevant need that I have: feeding my hunger and giving
me a discount at the same time."
Data sourced from ClickZ; additional content by Warc staff
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