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

By David Cohen 

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.
  • During the holiday season, when shoppers use social media to look for gift recommendations or product reviews, having community managers manning your social media channels during off hours (6 p.m. to 2 a.m.) may pay big dividends.
  • 42 percent of consumers prefer the 6 p.m. to 10 p.m. time slot for brand interaction, compared with 17 percent apiece for the 2 p.m. to 6 p.m. and 10 p.m. to 2 a.m. time slots.
  • 50 percent of respondents are somewhat to strongly influenced by social media when making online purchases.
  • 42 percent said they are somewhat to strongly influenced by social media when making in-store purchases.
  • 34 percent have purchased a product as a result of a promotion they saw on social media.
  • Seven out of 10 consumers said they planned to spend just as much or more during the 2012 holiday season as they did in 2011.
  • 62 percent of consumers used mobile devices to compare Web prices to store prices while shopping in the latter.
  • Only 19 percent of mobile device owners regularly use their mobile devices to make purchases, with 76 percent still opting for desktop PCs.

Readers: How do Yesmail’s results jibe with your online and mobile shopping activity?