A report from ClearSaleing tied social media marketing to increased spending by prospects.

Consumers influenced by social media marketing campaigns spend more money than others, a report from ClearSaleing suggests. On average, consumers listing social as a driver of their purchase decisions spent $280.71, which made it the most lucrative of the marketing channels measured.

Display ad exposure results in the second-highest purchases, with speciality shopping comparison websites producing the third-highest revenue orders. Other forms of new media marketing measured include email marketing ($103.05) and paid search ($13.51).

Social media marketing represents a strong tool for businesses because of its limited overhead costs. The data from ClearSaleing demonstrates that the channel’s value is even higher when companies create content that compels fans, followers and other prospects to convert.

Improving sales from social media marketing is ultimately the goal, but businesses measure its effectiveness in other ways. Brafton recently reported that marketers have found the channel helps improves awareness for their events and enables them to maintain contact with attendees.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.