Social shopper marketing is much different than trying to sell your products on a social network. The vast majority of shoppers researching a brand or product will look to their social network (sometimes called “social graph”) for information before making a purchasing decision. There is one very simple reason for this – they are more likely to trust the review and opinion of someone that they know.
Without getting too deep into the psychology of the shopper, let’s take a quick look at how we tend to choose as our friends and associates. While we all enjoy diversity in our lives, most of the people that we are close with share personality characteristics, core values, and thought process that are similar to our own. If a family member enjoys a particular brand, there is a good chance we will too. If one of our friends finds a product helpful, they will share that opinion with you and the likelihood of brand adoption rises significantly. This all plays perfectly into the pattern of how shoppers tap into their social network for advice when making a purchasing decision.
Social shopper marketing is more than banner ads and sponsored stories, it’s a direct conversation with your audience in real-time. This element of DSM offers a unique opportunity to create a meaningful dialogue directly with the people shopping for your brand – or your competition. The most successful and innovative brands are fining new and engaging ways to speak directly with their audience through social networks on a daily basis. They are integrating the message of the brand, it’s benefits, and motivating shoppers with conversations that reinforce brand loyalty.