IBM latest “State of Marketing 2012” report is quite disturbing, a high-rise for mobile commerce (representing 15% of all online sales), but a steep decline for social commerce (down with 20%, only representing 1,9% of total online sales). While most companies are installing social as a sales channel, research shows that social can’t be seen as a separate sales silo. So should companies stop investing in social for commerce purposes? Off course not….mobile probably has a lot to do with social as well…but we should stop behaving as if social is a separate commerce channel. Social should be integrated in every sales channel as an over layer on commerce (connecting the peer – peer network).
Why is mobile commerce booming and social failing (for the moment)?
Easy, mobile is convenient, and our mindset still isn’t social although the value proposition is clear: making shoppers smarter. Learn from people in your network and become a smarter shopper. If this value proposition can be cracked than social commerce will probably take a high-rise (as well).
But for now mobile is easy and convenient – right at our fingertips whenever we want it! IBM research shows that marketers still need to see the bigger integrated picture when taking mobile. For now mobile as most of the time an ad hoc strategy, while integration in the commerce system is the future of a good mobile strategy.
Social still is in the early stage, and a true social business is far away. Only 18% has social buying possibilities for the moment, while 66% has pages third-party social network sites (like Facebook)….but collaboration and user-generated content is less incorporated in the commercial strategy.
What will near future bring?
Less on social and more on mobile….but mobile already shows nice results with ad hoc strategy (budget) being used. So why not invest in a smart integrated mobile strategy together with a true social integration. With a clear integrated strategy social isn’t a sales channel, but a cross integrated platform used in all commerce channels.
Social Commerce Today – IBM: Mobile Commerce booms to 15,1%, Social Commerce falls to 1,9%
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