●ソーシャルネットワーキングはショッピングの宝の山を手付かずに残したままだ！！

▼Can social networking sites lure shoppers?

http://the.honoluluadvertiser.com/article/2006/Nov/26/bz/FP611260310.html

SNSは広告を引き付けるのに成功しています。でもショッピングではまだ本格的な成功事例が出ていません。でも米国マーケティング協会は、まだショッピングの宝の山がマイスペースなどの手付かずの形で残っていると主張しています。『確かにマスコミからインターネットへとシフトする広告費の収益化にはSNSは成功した。次ぎはショッピングの番だ！！』と言う訳ですね。

確かに今年は３．５億ドル、２０１０年には２５億ドルの広告売上げがeMarketerにより予測されています。しかしSNS関連のショッピング売上げの予測は出ていません。

『口コミマーケティングは必ず効果がある、マイスペースなどがまだ掘り起こしていない宝の山だ！！』と言う訳ですね。

※引用
In a survey commissioned by the association, 47 percent of consumers said they would visit these sites to search out and discuss holiday gift ideas, and 29 percent said they would buy products there.The networking sites "provide some of the most powerful word-of-mouth-marketing opportunities there have ever been," says Nancy Costopulos, chief marketing officer at the American Marketing Association. "It's past the fad zone and into the reality zone."
The dollars available: $211.4 billion will be spent for online purchases this year, including travel, according to Shop.org, part of the National Retail Federation. More than one-third of all U.S. households shop online. The big social-networking sites now rely on ad revenue for most of their income. But they're popular with younger consumers, a huge e-tailing revenue base, who now frequent hip fashion and electronics sites or even Amazon.com to buy online.
People who go to them would buy things, but none offers the option in a major way, says Brian Kardon, chief strategy officer at Forrester. Revenue from sales on the sites could be worth billions of dollars, Kardon says — potentially more than ad revenue. Ad spending on social-networking sites is now about $350 million a year and could grow to $2.5 billion by 2010, projects researcher eMarketer.
※引用終わり

日本ナレッジマネジメント学会　専務理事　山崎秀夫