Study: Brands On Facebook Fail To Take Advantage Of Consumers’ Attraction To Promotions

Retailers’ Facebook page administrators may want to mix in more promotions and prepare to work some off-hours during the upcoming holiday season, according to the results of a study of the digital marketing campaigns of 20 leading brands by Yesmail Interactive.

Retailers’ Facebook page administrators may want to mix in more promotions and prepare to work some off-hours during the upcoming holiday season, according to the results of a study of the digital marketing campaigns of 20 leading brands by Yesmail Interactive.

Yesmail polled 500 consumers about their online and offline purchasing activity, and tracked and analyzed the digital marketing campaigns of these major brands:

 

Some of the key findings by Yesmail include:

  • Despite the fact that social media promotions drove 34 percent of shoppers to purchases, just 8 percent of Facebook campaigns focused on money-saving promotions, such as discounts and free shipping.
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