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In March, Nordstrom held a contest for students at five universities in an effort to reach out to millennial shoppers. The prize for the competition, hosted exclusively on Snapchat, was a campus shoe party and vouchers for shoes to wear to job interviews. After a series of disappointing quarters, the department store is hoping to pick up some new shoppers.
Total consumer spending around Super Bowl 50 is expected to top $15.5 billion, according to the National Retail Federation's Super Bowl Spending Survey, conducted by Proper Insights and Analytics. Those celebrating will spend slightly more than in 2015, averaging $82.19 versus $77.88 last year.
A new study from Opera Mediaworks shows that most people start their day on mobile platforms by checking social media apps, and wind down before bedtime with entertainment apps. The "State of mobile advertising – 2015 Q2" study dug into user behavior in terms of what kinds of apps were most popular with users, and what time of day people are most likely engaging with them, including which are most popular as the first or last app a user interacts with during the course of the day.
Non-traditional cosmetic retailers eBay, Etsy and Amazon ranked first, third and seventh among beauty brands discussed on social media. According to an in-depth study of social media perceptions among beauty and skin care brands, the online shopping sites, along with Nike, showed up in many conversations about beauty—whether it be about products or feeling beautiful.
According to the Pew Research Center, more than half of adults use more than one social network, therefore, retailers are also using social media channels. Yesmail, tracking the social media habits of 50 top retail brands, found that more than 90 percent of brands are using two or more social networks.
Social media is set to see an infusion of ad cash. According to eMarketer's latest forecast, in 2015 global advertisers will spend $23.68 billion on paid media on social networks, up 33.5 percent year-over-year. Further, by 2017, social network ad spending will reach $35.98 billion, representing 16.0 percent of all digital advertising spending worldwide.
Mobile organic search traffic saw a boost in Q4 2014, growing more than 50 percent from the same quarter in 2013. That puts mobile at 42 percent of all organic searches across the three top search engines, according to a report by search marketing agency Merkle|RKG.
While the jury is still out on whether social media strategies are beneficial to retailers, many are using social media to great success, particularly those that use input from customers communicated through social media to drive improvements. The key to success, however, is the data.
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