2013 may well be remembered as the year online went mobile. Cyber Monday, the day widely regarded as the Super Bowl of online sales cha-chinged its way to a record day for retailers and marked a shift in shopping preferences as smartphones and tablets drove nearly a third of traffic — and for some retailers, more than half. Mobile shattered previous records on Thanksgiving Day and Black Friday at an average sales contribution of 24% and contributed to 80% growth in mobile sales. This was an increase of 34 % over Black Friday 2012.
And where there’s mobile, there’s social. Social leads are actionable opportunities in which brands can engage. It could be someone tweeting that they’re thinking about buying a product/service or it could be someone tweeting that they’re having an issue with a brand. The fact that these conversations have actionable intent make them highly relevant to a business and present an opportunity for engagement that creates a strong relationship that could ultimately lead to a sale.
While the Adobe Digital Index (ADI) has previously reported that social media played more of an influencer role in the buying process, during the past five days $150 million in revenue came from social media referrals. Twitter referrals have grown the most with a 24% increase. Pinterest came in second with a 17% growth, and Facebook posted a 12% growth.
According to ADI numbers (based on an examination of 3 billion visits to retail Web sites this past weekend), online sales for the five days from Thanksgiving through Cyber Monday broke all previous records—a good indication that e-commerce is becoming the shopping activity of choice in today’s digital world. But most important, it highlights the importance of having a seamless, omni-channel approach that takes into account newer and more established shopping platforms when crafting a successful marketing strategy.
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