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Consumers are finding brands through social media

March 31, 2014

Businesses looking for a way to drive shoppers to their in-store and online credit card payment processing pages likely need to be setting up more social media pages,considering a recent study suggested that the number of individuals finding e-commerce websites via social media networks is increasing rapidly.

Businesses looking for a way to drive shoppers to their in-store and online credit card payment processing pages likely need to be setting up more social media pages,considering a recent study suggested that the number of individuals finding e-commerce websites via social media networks is increasing rapidly.

Social media sites now account for roughly 7.7 percent of all traffic to retail websites, according to Experian Marketing Services – up from the 6.6 percent recorded for the same statistic one year ago. This may be because so many brands have already invested in promoting their social media offerings: Experian found that 96 percent of marketers now promote branded social media pages in their emails. 

“While search still dominates, social media is becoming a significant source of traffic across the Internet as consumers increasingly use sites like Facebook, Pinterest or YouTube more as discovery platforms,” said Bill Tancer, general manager of global research at Experian Marketing Services. “Many of today’s marketers are leveraging the power of social communities to increase customer engagement and expand their brand’s reach. For retailers, all eyes are on Pinterest.”

There’s a reason that all eyes are on Pinterest: social media pages that are focused around images often work best for retailers, who can use those pages to display their wares in a visual sense. Instagram is another social media website that allows consumers to host pictures – and it may soon become a major focus for retailers.

That’s because the amount of people using Instagram on their phones is approaching the number of people who use Twitter on the devices, according to a recent eMarketer report. That firm found, for example, that 17.6 percent of the total internet user population used Twitter monthly last year – and 16.1 percent of the total population used Instagram at the same rate. For retail owners, this represents user bases that cannot be ignored.

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