So You Think Social Media & Blogging Help Buying Decisions

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Facebook, Twitter and blogging have become the de facto standard for almost all search engine marketing initiatives, and I believe the general consensus is that social media sites and blogs have a significant impact on internet users buying decisions. However, when I took a look at the data in the following report, I was surprised how poorly these two mediums actually perform.

In a 2010 report by comScore, Searchanddise Commerce and iProspect, ‘The Value of Retail Search and Position,’ consumer electronics shoppers and computer products shoppers were compared in several search marketing metrics. ComScores’ dual methodology consisted of researching site search performance of retail websites and a survey-based model to quantify value and the perception of ‘premium positioning’ within site search results.

The results of comScores’ research completely blew me away. Though I’ve always considered the consumer products industry to be influenced based more on ‘brand awareness,’ my assumption was that social media and blogging have ‘changed the face’ of online marketing and have in effect evolved into being highly effective channels for promoting a consumers’ buying decisions. Unfortunately the data from their report doesn’t support that assumption.

According to comScore the research was comprised to study the following objectives:

• To gauge the value and perception of premium placement in site search

• To better understand how search engines and retail site search work together

• To define premium positions within site search results as viewed by two different buying communities: computer and consumer electronics (CE) shoppers

• To identify which information sources shoppers employ and what needs they satisfy in purchasing

I really don’t think it to be a wise decision to go on an assault in favor of the results. So, I invite you to be the judge and take a look at the data yourself. Please let me know what you think by reviewing the report below and letting me know your opinion. Thanks in advance.

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