Less than 30% of social commerce leaders are prioritising customer engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 08, 2021, 5:22 PM UTC

A recent study by Emplifi highlights the latest social commerce strategies, early trials and planned areas of improvement.

The study found that fewer than 30% of social commerce leaders prioritise customer engagement, failing to cultivate and nurture customer relationships throughout the special purchase journey. As a result, marketers are putting their long-term social commerce at risk.  They also risk falling behind in an overly competitive market without proper attention to CX.

A vast majority of social commerce leaders confirmed they are investing in two or more social shops, with more than a third currently using four or more social shop platforms. 86% of respondents expect – or have already achieved – a return on their social commerce investment within a year.

Though brands adopt conversational AI capabilities, most companies have adopted only bot technology that provides essential communication and engagement. 70% of respondents plan to invest in personalised and group/friend video shopping capabilities, as well as one-to-many influencer events over video.

Emplifi’s CEO Mark Zablan said B2C brands are increasingly embracing social commerce as consumer demand forces them to pivot online. Zablan further added, “Social commerce leaders are seeing major gains but are also becoming increasingly aware of the need to bridge the gap between building brand presence among a growing audience, and then convert that audience into loyal, engaged long term customers.”

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