Guest Column | February 16, 2016

Integrate Social With Ecommerce To Gain The Most From Both Platforms

Susan Wall, Vice President of Marketing, Bronto Software, a NetSuite company

By Susan Wall, Vice President of Marketing, Bronto Software, a NetSuite company

Want to stretch your social media dollars a little farther? Integrate social media with ecommerce and turn all those likes, clicks and follows into lifetime customers.

Social often feels like one-to-one marketing, but it isn’t. Having a long list of people who “like” you on Facebook isn’t the same as a carefully curated list of email subscribers that you know a lot about, such as what they bought from you in the past, added to a shopping cart, or even browsed on.

But you can use the technology embedded in your commerce platforms to really target your healthy social media following and start converting them into buyers, without spending a fortune.

Get a Head Start With Your Subscriber Lists

Sideshow Collectibles, a Thousand Oaks, Calif.-based company that produces high-end, licensed pop culture collectibles, uses its email service provider’s segmentation tools to create specific customer lists to feed into Facebook and boost sales.

That means someone who buys a quarter-scale replica of Thor from Marvel’s “The Avengers” film sees Facebook ads for the same-size product for other characters in the series – Iron Man, Captain America, The Hulk and more. Customers who buy “bad guys” from the Star Wars universe see ads for characters aligned with the Dark Side – Darth Vader, Kylo Ren and the like.  

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