Social media has quickly established itself as an efficient and relatively cost-effective way for brands of all shapes and sizes to build a relevant, engaged audience to drive awareness and website traffic, but is that attention converting into sales?
No, says a new study, which suggested that social media accounted for just 1 percent of orders to U.S. retail websites from digital marketing channels in the first quarter of 2014.
Perhaps more significantly, this number is down on last year.
Based on activity from their own clients, Custora found that organic search (24 percent), direct visits (23 percent) and search engine marketing/cost per click (20 percent) accounted for the bulk of orders to ecommerce sites, followed by email and affiliate links.
Social media, meanwhile, was responsible for just one in every 100 orders, a figure which has halved since Q1 2013, when 2 percent of sales came from social sites.