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October 21, 2011
Research Shows Social Media Marketing has Strong Impact on Retail Sales
By: Meredith Sparrow
Social Media marketing has fought for and won a seat at the marketing table. It's no longer an add-on or an experimental component of the marketing mix, and many companies are investing a significant chunk of their marketing budget in social media.

Now that social media marketing is established, the million dollar question is "How Does Social Media Marketing Drive Sales?" Focusing on correlated ROI, Ogilvy has analyzed the effect of social media on sales.

This week Ogilvy published a new study that shows the impact of social media marketing on retail sales. The study used five Quick Service Restaurants (i.e., fast food chains) and analyzed the correlation between social media exposure and changes in purchase behavior before and after the social media interaction. The results clearly show how social media marketing leads to more spending and consumption.

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