According to Hill & Knowlton's Future of Commerce report,
the future of ecommerce is "social commerce," as more and more
young online shoppers claim to be heavily influenced by social
media channels when making purchases online.
Of the 600 US adults surveyed, 27 per cent of Gen Y said they
were influenced by online or community blogs, compared to 19 per
cent of Gen X participants and nine per cent of Baby Boomers.
Participants in the survey claimed that the most effective way
for retailers to reach consumers online is via highly-targeted
campaigns tailored to engage micro communities which form around
common interests.
Additionally, an analysis of traditional news channels covering
e-commerce leaders over a period of 12 months found a strong link
between companies who talk about the industry and not just
themselves and increased brand valuation. As these e-commerce
companies work to establish a position and maintain a strong voice
in the market, consumers are inclined to pay more attention to
their brands.
It was also found then Gen X and Gen Y participants are more
likely than Baby Boomers to shop online for bargains in a down
economy.
Read the full story here:
http://www.etailtoday.com.au/Articles/tabid/54/Latest/176/Social-media-key-driver-of-online-retail.aspx
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