Social Media Attribution: A Different Kind of Sales Funnel

Social Media Attribution: A Different Kind of Sales Funnel Published December 2015 Analyst: Robert Cole

 

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Research Type:
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Web 2.0 produced the promise of unparalleled consumer engagement through interactive communication, user-generated content and the mobilization of an army of independent brand evangelists. More than a decade later, virtual communities created through social media have become an important dimension of individual personas and commercial branding.

Social media is huge. In January 2015, there were more than 2 billion active social media accounts worldwide, and social media drove 31% of total traffic to websites in 4Q14. Despite the massive traffic, ecommerce success has been elusive. In fact, the conversion rate for social media lags the search, email and direct categories.

Keywords:
  • Introduction
  • Credit Where Credit Is Due
  • Multi-Dimensional Funnels
  • All Content Is Not Created Equal
  • Hitting the Campaign Trail
  • Conclusion
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