First, let me say that we’re big fans (and members of Shop.org) and they absolutely have their finger on the pulse of the retail community, but after reading ‘Recession forces new focus in e-commerce marketing‘ (http://www.miamiherald.com/business/nation/story/1032549.html), I must take issue with a fundamental premise of the article which says that “online retailers are shifting their marketing…to less expensive tools like Facebook and Twitter.”

Regarding this growing social media whirl, we too are aware of, and participate in helping retail clients embrace social media. But it’s critical to note that there are a couple of declarative statements in Anne d’Innocenzio’s article that ring false—with me anyway.

1. Executive Director Scott Silverman’s contention that social media is more cost efficient than Search, and, more effective than standard online advertising, is far from proven. In fact, the article cites no evidence that the statement is true. Money where your mouth is and all that…

2. Further, this point of view is striclty seen through the prism of e-commerce retailers. And since only 7% (and less) of all revenues for store-based retailers occurs online, with 93% of most revenues occuring in-store, I really think that the opportunity for Social Media has more to with communities, and how to weave a retail community story and theme via this new medium.
Anyway, that’s my story and I’m stickin’ to it!

This entry was posted on Monday, May 11th, 2009 at 5:50 pm and is filed under Blogroll, Blue Ribbon Digital News, Blue Ribbon Digital Press Releases, Click2MortarTM Media. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.