Facebook Paid Advertising Generated 130 Percent Uplift in Purchase Behaviour on Asos.com in 4-Week Period Following Campaign Exposure
London, UK, 18 July 2012 - Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, and Facebook today released the third white paper in The Power of Like series, The Power of Like Europe: How Social Marketing Works for Retail Brands, focusing on European retail brands such as ASOS, H&M, La Redoute, Topshop and Zara. This research illustrates how these popular consumer brands are utilising Facebook to deliver media impressions at scale, achieve brand amplification and resonance, and ultimately drive desired behaviours among key customer segments. The analysis leverages data and insights from the Comscore Social Essentials™ and Comscore AdEffx™ products. To download a complimentary copy of the report, please visit: www.comscore.com/likeEU.
“The findings from this study offer several valuable insights to brand marketers and advertisers who want to better understand the marketing effectiveness of their paid and earned media campaigns on Facebook,” said Mike Shaw, Director of Marketing Solutions at Comscore. “With a framework for measuring the value and impact of paid and earned media campaigns, brands will gain the insights needed to optimize their social marketing efforts. While every campaign is unique and may vary in its ultimate effectiveness, this research demonstrates how Facebook marketing can be effective in reaching consumers and influencing their actual purchase behaviour.”
Key insights fromThe Power of Like Europeinclude:
Leading Fashion Retailers Highlight the Importance of 3rd Party ROI Measurement “ASOS has been at the forefront of Facebook marketing for many years, and in order to continue increasing investment it is crucial to have access to reliable ROI measurement,” said Fiona Marshall, Head of Marketing Womenswear, ASOS. “The recent research by Comscore shows that ASOS experienced a substantial uplift in site visits and online purchasing as a result of our paid advertising on Facebook.”
“Facebook is an important element of our marketing strategy and as Comscore underlines in its most recent research, social media can be very effective at delivering branded impressions at scale and ultimately driving additional potential customers to our site,” said Nicolas Perignon, Social Media and M-commerce Marketing Manager, La Redoute.
About Comscore Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
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