Retailers must focus on social marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 08, 2021, 4:33 PM GMT+0

RWRC’s Ecommerce 2021 report found that 35% of UK consumers have purchased an item after seeing it on social media.

The study shows consumers are spending an estimated three hours a day on social media while keeping their physical interactions minimum. Focusing on social media and influencer marketing can help marketers target their potential buyers effectively. Segmenting and targeting audiences as well as personalising content can help marketers convert browsers into buyers.

Marketers should consider audience demographics before choosing their media channels. For instance, retailers should use TikTok to reach Gen Z consumers and consider optimising posts and retargeting ads on Facebook to reach older audiences.

Brands should also be transparent about the nature of relationships while dealing with influencers. With around 73% of UK consumers now shopping via online marketplaces, it is imperative for retailers to collaborate with online marketplaces, like Amazon and Ebay, to boost sales. 

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