Consumers today value simplicity and convenience. Social media has significantly contributed to this by simplifying information to as little as 140 characters and allowing users to filter what information they receive, whenever they want. Social has also created a more interactive platform for consumers. It is norm for users to share, retweet, comment, like, as well as various others activities on a daily basis. Twitter and Facebook are trying to take simplicity and convenience to the next level by enabling their platforms to be centralized locations for online commerce. These two social media giants are working towards making the word “buy” a social media norm along with the rest of the standard activities – something that is very meaningful to us here at Chirpify.
AdvertisingAge recently published an article which highlights the moves that both Facebook and Twitter are making to enter the online commerce space. Facebook released the “buy” button, which allows consumers to purchase products by simply clicking a button on an advertisement or original post. Techcrunch further explains that the entire purchase flow will occur completely on Facebook. Personal and credit card information can be stored on Facebook to eliminate even further online purchase time. However Chief Operating Officer Sheryl Sandberg emphasized the aim is to streamline the transaction process for sellers, and not for Facebook to become a seller itself.
In a counter move, Twitter acquired CardSpring, a payment startup that allows developers to write application systems for payment systems.
With these two major moves, one has to wonder the motivation behind these investments. It brings us back to the idea of simplicity and convenience. Consumers seek frictionless commerce. To further expand on this idea, lets map out a traditional online purchase. You may see an advertisement online for a new line of product, click that advertisement, search the website for the correct product, add it to your basket, input multiple pages of personal information and finally you have made your purchase. With these new solutions, it significantly cuts down that friction. You simply click one button, potentially enter in some personal information (if you are a first time user that is) and the purchase is complete.
Chirpify has been enabling that simplicity and convenience for major brands across multiple industries. We understand that consumers want activities completed as quickly as possible and our Actiontags have worked to accomplish this. We have been able to harness this understanding and expand across multiple marketing channels such as billboards, TV and in-venue. We have already been able to see huge successes for both commerce and attribution for our clients using Actiontags and we are happy the rest of the industry is making moves to allow consumers to engage seamlessly. If you are interested in learning more about how we are using social media for cross channel promotion, join us for our upcoming webinar by registering here.