Digital marketing software company Offerpop recently surveyed marketers and retailers to understand their approach to social marketing and commerce for the upcoming 2014 holiday shopping season.
According to the survey:
- Social marketing and commerce budgets are growing: Sixty-seven percent of companies said they plan to spend more on social media during the 2014 holiday season than 2013.
- Instagram is hot: Seventy-three percent of marketers said Instagram is the breakout social network of 2014.
- But Facebook is still king: Ninety-two percent of marketers said they plan to spend majority of social marketing budget on Facebook this holiday season.
- Companies increasingly view social as a sales channel: Sixty-two percent of marketers said their primary goal for 2014 is to extend brand reach and drive sales.
“Social media’s maturation into a commerce platform is occurring rapidly and opening up huge opportunities for brands,” said Kevin Bobowski, vice president of marketing at Offerpop. “A platform that many brands previously used only for engagement is evolving into an end-to-end solution that empowers brands to connect with, engage, and sell to consumers in one seamless social experience. The 2014 holiday shopping season will be the first test of brands’ ability to leverage these new social commerce tools and a gauge of social networks’ power to convince consumers to purchase products directly through Facebook and Twitter.”
Full survey results are in the infographic below (click on it to enlarge in a new tab):