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Back-to-school time is . . . here?

The kids are barely out of school for the summer which means its time to start planning your back-to-school campaigns.

Facebook says that back-to-school chatter begins in July, so that gives you about a month and a half to put together a strategic plan. Here are some facts that might help:

Back to School

Side note: no insult intended to the young model in the red shirt but there’s something very menacing about this image. . don’t you think? Pigtail girl is texting with her friend on the back of the buss while red shirt pretends to be a part of her life by voyeuristicly reading over her shoulder. . .

Back to the facts:

On Facebook in the US,

This is how 60% of millennial women learn about fashion brands. . . .

Punchtab millennial genderOnline advertising, blog content, social media posts — there are so many ways to reach the fashion buying audience. How do 60% of millennial women learn about fashion brands? From direct contact with other people who are wearing it or talking about it.

According to Punchtab, the omni-channel engagement and insights platform, only 20% of millennial women and 10% of millennial men learn about brands via a social channel. (Haven’t we sung this song before?)

34% of millennial women and 29% of millennial men say they read articles online to learn about new brands.

Not such good numbers but don’t give up the fight.

Punchtab says that once they hear about a brand from friends, 80% of millennials will go to an online shopping site to check out your product. 58% will go to your company website for more information.

New Facebook Audience Insights gives you a look into the lives of your customers

facebook audience insights“Know thy enemy and know yourself; in a hundred battles, you will never be defeated.”

I’m sure Sun Tzu didn’t have social media marketing in mind when he said that but it sure is true . . . well, it’s true if you substitute the word “customer” for enemy.

Do you know your customer as well as you know yourself? Facebook has a new tool that can help you if you don’t and might surprise you if you think you do.

The new Audience Insights tool will show you what your target customer loves to do, watch, buy and how they spend their free time. It’s an intriguing look at not only your customer pool but how that pool stacks up against Facebook users as a whole.

Amazon invites you to go shopping via Twitter

We’ve seen a dozen other attempts to allow people to shop via their Twitter feed but this might be the best one yet. It’s #AmazonCart and it’s a simple way to capitalize on our need to buy things the moment we see them.

amazon cart

Here’s the pitch: you’re enjoying all of the fun and interesting tidbits on your Twitter feed when you see a Tweet about your favorite movie coming on on DVD. Gotta have it. There’s an Amazon link to the product on the Tweet which you could click, but then you have to log in to Amazon and go through the trouble of clicking the “Add to Cart” button. Then you have to go back to Twitter to finish reading.

There must be a better way!

Search still driving ecommerce, social and affiliate on the decline

Maybe it’s my naturally pessimistic state of mind, but when I see a comparison report, I’m more interested in what stopped working than what’s still working.

A good example is this chart from the Q1 2014 US ecommerce report from The Custora Pulse.

Cutora Pulse April 2014

Comparing 2013 to 2014, we see that search marketing is still going strong. Organic and paid combined are responsible for 44% of ecommerce orders. It worked last year and it still works today. Google is responsible for almost three-quarters of that traffic which is both good news and bad news. On the good side, you know where to go if you want results. On the downside, there’s only one place to go if you want results and that’s scary.

Over 3,000 sold: popularity and the daily deal buyer

livingsocial exampleYou have a choice of two daily deals that are five hours old.

A: $15 for $30 GC to a local restaurant –  10 have been purchased

B: $20 for $30 GC to a local restaurant – 200 have been purchased

Which one would you choose? A is a better deal but after five hours only 10 people bought into it. Why? Do they know something I don’t know about this place?

Restaurant B is a little more expensive but 200 people can’t be wrong – right? Must be something to this place.

According to new research published in the March issue of the American Marketing Association‘s Journal of Marketing, offer B is going to keep coming out ahead because the more popular the deal, the more likely people are to buy it.

The sale doesn’t end at checkout: survey shows the importance of post-purchase interactions

accent positive impressionYou spend a lot of time, effort and money to get a new customer through the virtual door. Once there, you dazzle them with your unique products or ground-breaking services and they’re hooked. They add the item to the cart, complete the checkout process and you have their money. Yeah!

You’re probably ready to move on to the next customer but not so fast. In new survey by ACCENT Marketing, 86% of consumers said it was important to them that they have a positive experience after making the purchase.

For the average transaction, all a customer wants is follow-up. This could be as simple as an email with a tracking number so they know when their package will arrive. By why stop at simple and average. I was listening to a podcast this week with a magician who said the secret to his success was giving customers helpful information over and above what they paid for.