For all the buzz created by social media, a new study shows retailers may be barking up the wrong tree: ForeSee Results reports that social media drove just 5% of visitors to retail websites. On the
other hand, "promotional emails, search engine results, and even advertising are more influential," it says. In fact, the study found that more traditional marketing techniques not only generated
more traffic, they also they deliver better-quality customers. "Some of the most satisfied site visitors arrived at the site because of previous familiarity with a brand, promotional emails,
word-of-mouth, and product review websites," it says in its report.
Survey respondents were asked what factors were the primary influence to a store's website, and 38% say it is familiarity with
the brand, while 19% say it is due to promotional emails. Search engine results, word of mouth, and ads (newspaper, TV, radio or magazine) were each named by 8% Just 5% said social media was the
primary influence. Some 3% cited blogs, while 2% named both shopping comparison websites, and product review websites.
