Marketers to introduce email, Facebook buy buttons in 2016: study

PanARMENIAN.Net - Marketers have been making forays into social integration for many years now. And many have experimented with adding direct buy buttons within digital marketing campaigns, a feature that helped define the mobile payment landscape in 2015, VentureBeat reports.

In a new study commissioned by Campaigner, it would seem those early experiments are not only paying off, but being expanded on.

The survey, which sampled 506 email marketers, showed that 36 percent of respondents report an increase in sales from buy button integration so far.

Looking to the year ahead, the results indicate an even higher emphasis in 2016, with close to 60 percent more marketers projected to utilize buy buttons this coming year. In 2015, only 22 percent of marketers implemented buy buttons.

And the channels these marketers will focus on this year? Email and Facebook.

“Email and Facebook were the first platforms to embrace buy buttons because they are the most content-based,” E.J. McGowan, general manager at Campaigner, told me. “Twitter is great for engaging with contacts, but it is difficult to showcase product offerings with a character limit. We believe buy buttons are still on the rise, and just because marketers are prioritizing certain platforms doesn’t mean they won’t leverage others down the line. We’re intrigued to see plans develop for Pinterest implementation and predict that that platform could be a huge opportunity for marketers in 2016.”

The report also shows that email marketing continues to hog the top spot for marketing priorities in 2016. That’s no surprise — email still delivers the highest return of any marketing channel.

The study also tells us that website optimization and personalization are high on the marketing priority list, but that marketers aren’t prioritizing hyper-personalized strategies in 2016.