Can an effective social media strategy really drive sales?

New research released yesterday reveals that brands, and retailers in particular, could be missing a trick when it comes to maximising their social media strategy to encourage purchasing.

While 6% of shoppers have made purchases through social media campaigns, with 9% actively following brands, a heftier 37% believe that having a brand presence on social media is pointless.

Conducted by consumer behaviour research company Shoppercentric, the study found a marked difference in the way that men and women approach social media; while men use it to shop, women prefer spending time interacting with others.

It may sound simple, but by getting to grips with the gender divisions within social media and mobile use (see below), retailers could significantly improve their targeting ability and engage with potential shoppers.

38% of men, but just 29% of women own a smartphone.

Facebook is used by 56% of people – 60% of women, but just 52% of men.

14% of men shop using apps, but only 8% of women do.

27% of male shoppers use price comparison sites, while only 19% of women do.

The study also revealed major implications for digital marketing, finding that while 75% of people visit retail websites, only 33% take the time to go to brand websites.

It would appear that brands are still underutilising the potential of social media to drive sales, as while 63% of consumers will purchase through a retail or brand website, this falls to 6% for social media campaigns.

There’s no doubt that consumers are engaging with social media in their hordes, the challenge for retailers and brands now is to seek out and establish meaningful connections, rather than assuming that consumers will come to them.

Danielle Pinnington, managing director at Shoppercentric, advised wisely when she said, “Ultimately, they need to create a social network space that generates curiosity in the brand, and gives a reason for visitors to keep coming back.”