Platforms like Facebook and Pinterest make up 1.5 percent of purchases. “If you’re looking on a last-click basis, there’s been no movement in terms of social media platforms. Even the advent of buy buttons has done absolutely nothing to move the needle.” By contrast, tried-and-true digital tactics like search, email and affiliate marketing dominated 70 percent of retail transactions in the study, while another 20 percent of sales were simply impulse purchases where marketing had no influence. Long-tail efforts like display ads, text messages and push notifications accounted for the remainder of sales—essentially making social seem dead in the water.
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