Social websites such as Facebook and MySpace have attracted thousands of advertisers trying to link in with the huge numbers of visitors who communicate on the sites. The vast numbers of visitors are potential consumers and so speaking or communicating to large numbers and opening new revenue streams is seen by many as the way forward. New research, however, may shed a different light on where to spend your marketing budget.

Market Research company Foresee conducted a study of 10,000 visitors to the biggest e-retail sites and found that the vast majority of potential consumers were just not interested in interacting via social networking sites like Facebook. Interestingly only 3 % of all traffic to e-retailers is influenced by social media sites. Only 2 % agreed that they would be happy to receive promotional material whilst on the social sites. They were however, more responsive to receiving direct emails with 64% happy to be contacted with special offers by email.

Larry Freed, president and CEO of ForeSee Results explained to UKmarketing.com how all advertising revenue should be carefully allocated to provide the best possible results.

“Every retailer should know how many customers are influenced by promotional emails, advertising on Facebook or word-of-mouth recommendations, and furthermore, they should know which group are most likely to buy. Serious thought needs to be given to finding out whether social media is worth the investment, and then if the answer is yes, they need to make the most of it by making sure that interactions on social media meet the needs and expectations of customers.”

The only marketing which was less popular than advertising on social network sites was text messaging to a mobile phone. 99 % of consumers would prefer not to be contacted in this way.

Foresee concluded that the best way to bring traffic to your website is by the more traditional methods of search engines which account for 13% of visitors and promotional emails which bring 10% of traffic. There is a proviso though, social media site Facebook is growing at unprecedented rates and so that 3 % could still add massive numbers to your e-retail site if you approach it the right way.

See the results in more detail at www.foreseeresults.com