The online marketing communication is developed a lot in the last few years . The communication channels and the process changed . Why is it different ? Because in the social media’s sites not only content to communicate it also to mutual communication .

Why are the social media important in e-commerce ?

The research of The State Of Retailing Online 2011 : Marketing, Social, And Mobile shows that

For this question :  which of the following were your top three most effective sources used to acquire customers in 2010 , the respondents gave the following answers: top of the search engine marketing is an overwhelming proportion ( 90 % ), the second is Affiliate Marketing (Affiliate Programs) by 49% and only the fifth is the social media presence with 18 %.














To the question : “ For which marketing tactics are you spending more in 2011 versus 2010 ? “

The respondents gave the following answers , the first consists of search engine marketing (3/4-, companies will spend more this year in this area), followed by social media and the third in the email marketing. Despite the fact that social media customers to acquire low-impact this year’s respondents will spend more and 3/4- this area.



















I can make a list of the social media’s most important benefits . There are some example , how we can use it :

  • To raise our sales
  • To improve the customer service
  • To generating more advertising
  • To win competitive advantage
  • To keep up to date with innovation


The use of social marketing strategies were the following responses:

to 82% of the respondents agreed that social marketing strategies for a great opportunity to experiment with new methods and learn;

62%, the return on social marketing issues still remain open questions;

61% said that the most important benefits of social marketing to use to better understand your customers and clients;

52% of respondents did not want to miss the competition and therefore the prices behind the search for the right social marketing strategy;

interesting to note that only 39% of the respondents helped by the use of social marketing to increase business results:




















Although social networks are booming, they have not yet taken off on the commerce side. Yet on Facebook, there is the clear ability for merchants to set up stores where customers can actually buy from beginning to end. Facebook has recently launched a “want” button, which is similar to the “like” button but a little more commerce driven, which is likely to spur further commerce activity on the site. Already Facebook accounts for 60% of social media driven purchases by Q2 2012.

In 2013 other social networking sites will start providing an ecommerce component and for good reason: 62% of adults worldwide now use social media, and social networking is the most popular online activity. Twenty two percent of users’ time online is spent on channels like Facebook, Twitter and Pinterest, the newest social network that is already on its way to involving an ecommerce component.

Even now, it is the third most popular social network in the U.S. behind Twitter and Facebook. It has already been downloaded nearly 250,000 times, and is projected to account for 40% of social media driven purchases by Q2 2012.

Twitter will also start to involve an ecommerce component with good reason: The average Twitter user has 126 followers and it achieves a 1.17% click through rate with 1.4 followers clicking the link. Then there are other channels like brick and mortar stores, web stores, call centers, catalog stores (yes, some retailers still have catalogs), Amazon and eBay.

Internet retailers may also have b-to-b or they may be servicing wholesale and retail. Merchants such as,,, and are probably creating additional outlets. These are all destinations that are aspiring to become a one-stop shop, a place where the retailer not only wants to sell their merchandise but also invite sellers to sell.

Therefore, 2013 will be all about connecting the dots and getting a 360 view of very much empowered customers who want a lot, which includes the expectation that the technology of small and mid-size retailers to service customers is just the same as an Amazon.