How Social Media Helps in Retail Marketing

By: Retail CIO Outlook | Friday, June 12, 2020

Social media provides marketers with an immense amount of customer insights, which they will never be able to access with just marketing through conventional media.

Fremont, CA: Social media is a two-way interaction between a brand and an individual. Retailers can quickly gain an understanding of who favors their products and what features they identify with. Retailers with social media exposure can track customer insights modify their offer to suit customer requirements. Users' comments and likes on the brand's social media platforms can determine what the brand is selling in the long run. If retailers can connect with their consumers on social media, the online visibility and brand presence will increase, which will, in turn, lead to an increase in sales.

Social media can also help retailers create brand recognition and increase the amount of time that potential consumers spend communicating, searching, and contemplating a brand by engaging them in conversations. Social media platforms such as Facebook, Twitter, Instagram, and Pinterest are the most ideal for retail marketing.

How retailers can measure their marketing campaign effectiveness

Benchmark setting: After the development of a strategy or campaign, retailers must record the point at which the campaign begins, as this will set the benchmark to kick-start and move forward.

Brand engagement: Measuring brand engagement involves tracking the numbers of comments, likes, and shares from users. If a campaign is able to incite opinionated discussions and active user engagement, it can be considered as a clear sign of brand loyalty and trust.

Click through rates: Retailers can assess their customer engagement and effectiveness by figuring out how many people click on the included links. This can help identify what campaign is working well and what does not work at all.

Traffic referrals: It is quite simple to check the impact a social media campaign has had on a retailer's webpage traffic. Google Analytics is a tool that can help show the traffic numbers and which social media platform it was redirected from.