I know, I'm staring at my screen in amazement too. To me, thats somewhat akin to saying, "friends and family have no impact on determining what people buy." Because, of course, in our digital world much of our traditional social interaction happens online. Ok, so perhaps if you are selling glucose monitors for seniors, social networking isn't going to make a huge difference to your bottom line - but if you are selling the latest greatest tech gadget or any item aimed at teenagers - you better get online into your marketing plan.
The other thing that is really confusing about this, is that marketers KNOW that these community sites matter - and they are increasingly seeking more devious ways to get their messages embedded around, beside, and within them.
Here is a quote from the Jupiter report:
"Retailers would be better served to take a step back and evaluate how effective tactics really are – and with whom – to make a stronger impact with the right audiences rather than succumbing to trends,” said David Schatsky, President of JupiterResearch.
And here's another:
“From a branding and advertising perspective, social and community sites are garnering a great deal of influence online,” explained Patti Freeman Evans, Senior Analyst with JupiterResearch. “But when researching a product online, shoppers are looking for fundamental information, not entertainment or social interaction. In the end, the consumer is still interested in convenience and efficiency and social and community sites are just not that efficient.”
I think Jupiter totally missed the point. People are going to these sites and interacting with other people. When they considering a purchase, they ask their online friends about their thoughts. When it gets time to research specifics, yes, they may be looking for information. But lots and lots of statistics say that even at that point, online reviews of a product have an enormous impact on online sales.
I haven't read the whole report, because it costs money and information wants to be free. But unless it totally contradicts what the press release says... all I can say is... Hi Jupiter - this is the modern world. Sit down, stay a while, and we'll show you around.
1 comments:
I wonder if they weren't trying to get at 'social networks' (read: myspace) specifically don't add value. I could see that being true. Sure you need to account for 'online' as part of your overall marketing campaign but the notion that myspace is going to make your product huge is maybe a little misguided (unless your product is something kids care about).
From my perspective people who use myspace / facebook etc. are using it as their new communication platform. It's replacing IM, SMS and E-mail all in one, seems like the perfect place for a pitchman.
Enter 'yelp'. Yelp's whole end is to build a community around recommendations for local 'retail' establishments be it food, waxing, plumbers etc. That may not serve the big-box store's retail strategy well (i mean once you've reviewed one Banana Republic you've sort of reviewed them all that's the whole point behind big box retail, it's all the same) and sure they're still proving out the model, but it has become my 'goto' starting point for most places when i need a new service provider.
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