Email teams should be on their guard for the growing move toward social media by brands.
B2C companies are investing in social commerce and achieving a return, but they need to improve, judging by Cashing In On Social Commerce, a study by Forrester commissioned by Emplifi.
Based purely on speculation, this might result in moving resources from email to social.
Of the firms polled, 83% are investing in two or more social shops.
Specifically, 46% are investing in two to three shops, while 37% are investing in four or more, and 4% are investing in one. And 14% say they are driving commerce to their online shopping cart from social media but are not currently investing in social shops.
Of those that have invested in social commerce, 50% have realized or expect incremental revenue or distributed cross-channel sales. And 86% expect a return on their investment within one year.
What’s more, 54% say their social commerce revenue currently accounts for 10% or less of total sales. But 58% expect to attribute more than 10% within the next 12 months.
This kind of complex revenue and the need for accurate attribution can have an impact on a firm’s email marketing. In particular, there is a need for a strong triggered email program.
The primary objectives of investing in B2C social commerce are:
But users identify several challenges. For instance, 45% say it’s difficult to refresh content across multiple channels.
And 52% report they lack “the ability to manage and/or optimize inventory across social channels."
In addition, 47% struggle to convert followers into customers.
Moreover, there are these technological challenges: 46% complain their tech is “overloaded and unable to support our projects when it comes to scaling across multiple social channels." And 43% point out that each social channel has its own set of technical integration requirements.
Finally, 42% have limited ability to analyze performance across multiple social channels.
Companies are using these accelerators for social commerce success:
Forrester surveyed 228 B2C leaders in the U.S., U.K., France and Germany.