Marketers banking on Twitter to target moms with back-to-school offers this year may be throwing away their advertising budgets, according to a new study from PunchTab.
Twitter chatter isn't moving the sales needle for back-to-school, with just 1 percent of respondents consulting the social media platform on back-to-school purchases. Facebook seems to have more impact, with 22 percent of moms using it for information on school products. Respondents also indicated they'll do little online browsing or comparison shopping before heading straight to stores this year.
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