Brands are online and engaged on social media, but simply creating more content does not necessarily create more sales.

Justin Emig, director of search marketing for digital marketing agency Web Talent Marketing, explained that brands can find more value by utilizing the information social media users are providing to the platform to create highly targeted ads. Emig spoke on April 4, 2017, as part of Petfood Forum in Kansas City, Missouri.

Emig, who said his expertise covers the intersection of traditional retail and online commerce, said brands are making an investment in social media and online marketing — and they are growing their investments in social media in particular — but they are not getting a strong return on their investment.

Justin Emig speaks at Petfood Forum

Justin Emig, director of search marketing for digital marketing agency Web Talent Marketing, speaks at Petfood Forum 2017. Photo by Austin Alonzo.

Social commerce

In the United States, social commerce — or a customer making a purchase directly from a social platform — is not strong. Only 2 percent of purchasing is done via social commerce, Emig said. However, social media networks are making a strong push to grow social commerce. In Asia, where customers are already used to making mobile payments and one-click purchases, social commerce is already big. In 2015, Chinese consumers made $672 billion worth of social purchases.

While US consumers aren’t making many purchases through social media, they are using the platforms to research potential purchases. He said 63 percent of social media users…

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