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Increasingly sophisticated counterfeiters no longer just pump out fake luxury handbags, DVDs and sports shoes but replicate the look, feel and service of successful Western retail concepts -- in essence, pirating the entire brand experience.
According to a new report from ForeSee Results, fewer than 1% of website visits came directly from a social media URL.
Their report also says that 18% of site visitors reported being influenced by social media, which would mean that 17% of those folks visited the site in some way other than clicking on a social media link. This plays into the idea that social media is best used for brand awareness, but still, 18% isn’t that great.
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ForeSee developed their “Social Media Value Benchmark,” which ranks web visitors based on how the customer came to the site, how much they spent, how they felt about the experience and whether they’re likely to return.
ForeSee’s initial results, after surveying nearly 300,000 consumers, is that people who were influenced by social media spend more and are more satisfied and loyal customers than those who aren’t influenced by social media.
This is all well and good until you go back to the top and the stat that says only 18% of visitors were influenced by social media and only 1% came in on a direct link.
Even if those customers spend more money than the average customer, is that worth the time and effort invested in social media? Could be, is the wishy-washy answer. Many small business users see social media as a “free” source of marketing. That’s true and false. It may not cost you a monthly fee but it costs you time and time is money
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ForeSee admits that some companies pull in as much as 5% of their customers from social media, but email is known to influence 32% of customers.
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Secrets of the Superbrands also looks at the likes of Facebook, which has enjoyed phenomenal success in just a few years. “Like Apple, mobile phones and social networks offer an opportunity for us to express our basic human need to communicate. And it’s by tapping into our basic needs, like gossip, religion or sex that these brands are taking over our world at such lightning speed,” Riley says. He concludes: “That’s not to say that clever marketing and brilliant technical innovation aren’t also crucial, but it seems that if you’re not providing a service which is of potential interest to every one of the 6.9 billion human beings on the planet, the chances are you’re never going to become a technology superbrand.”
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First they showed that US States with a high number of branded stores (Macy's, Gap and Banana Republic) versus discount stores (Costco, K-Mart, Target, Wal-Mart and Sam’s) also have a low number of religious congregations. About half of this is explained by differences in average wealth. They dug around a bit more and found that education explains some more of it (educated States are suckers for branded goods), as did urbanization. But even after taking these into account the link persisted. It wasn't either that people in less religious states consumed less.
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students who were primed to think about religion (by writing a short essay) were less likely to choose branded goods in a subsequent exercise.
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