One thing leads to another. Today we could transfer this quote to: One search leads to another social activity, and vice versa. And this interconnection of web-strategy tactics amplifies the user’s purchase decisions.

A new study from GroupM and comScore states that 40% of consumers who search for products to purchase are taking a social activity as a next step to finalize their buying decision. And the activity can be seen from the other direction as well: 46% of consumers who use social media are searching for products to expand the basis on a product range to take a decision.

58% of users begin their journey to purchase with search. Company websites come in at 24% and social media by 18%. The opinion of “friends” on the purchase decision is highly rated in social networks and cannot be underestimated these days from brands and retailers any longer.

The study reveals interesting insights in the time period that make the essential change in the buying decision process. The “late kick” comes 30 days prior to purchase when brands and companies have to engage with their audience – and can leave search tactics behind. A difficult topic to handle in the B2C industry but for B2B very helpful.

“There are still many brands who haven’t figured out why they’re in social media. We still talk to brands that are trying to determine if they should be in social media. The data suggests the two most important subsets in social are user reviews and category blogs, rather than sites like Facebook, Twitter and YouTube.” Chris Copeland, CEO, GroupM Search

Some important findings on how social and search are linked together…
– 86% see search engines important in buying decisions – Consumers use search in buying cycle as a pricing tool (research products and select purchase location)
– 45% use search throughout the buying cycle
– 26% use search at the beginning of their research and shopping process
– Social is essential in the consideration process
– 30% use social media to create a shopping short-list
– 28% say social media has a valuable impact in creating awareness for brands and products

Spot On!
The study shows the impact that the combination of social and search have on the purchase decision. The challenge for companies will be to understand in which way to balance their tactics between search and social in reference to seasonal sales timing, marketing opportunities while not destroying maximum margin, and customer loyalty programs to amplify brand buzz. Another study by econsultancy also illustrates how undervalued social media and search are from a sales perspective. The study says that Social Media “gets eight times less credit for its direct contribution to sales than it should” and “Generic SEO gets credited for 14 times less sales than it deserves”.

What comes first when you take buying decisions? Search or Social? And how does it amplify your buying process? Interested in your thoughts…