B2C clothing retailers targeting shoppers online may want to refocus their efforts to include affluent shoppers as a primary target audience, a new study from Unity Marketing reveals.
Sixty-five percent of affluent shoppers say they have been influenced by a social media marketing campaign.
In the past, many businesses only targeted young people with social marketing campaigns. However, the growth of social media marketing has penetrated far more demographics than some believed it would.
Unity Marketing president Pam Danziger said that the majority of social users are young people, but she believes audiences with greater buying power are beginning to use social channels more frequently.
“Without a doubt the population using social media skews young, but luxury fashion brands need to be aware that these media are powerful influencers of shoppers with a great deal of discretionary income and high-net-worth,” Danziger said in a release ” The study found that “nearly half of the [fashion customers with incomes greater than $250,000] surveyed were spurred by information gathered via social media to visit websites, shop in retail stores and to make a decision about which luxury fashion brand to purchase.”
Developing comprehensive digital marketing campaigns that include social media marketing can help retailers target these shoppers.
Brafton reported last week that ecommerce conversions driven by social media marketing campaigns have grown consistently in the last year. Facebook conversions specifically have increased 92 percent since August 2010. Excerpt: A report from Unity Marketing found that affluent shoppers are increasingly likely to convert after seeing being exposed to social media marketing.
