'Discussion forums much more important than Twitter and blogs'

Web retailers attach more value to the marketing power of discussion forums than to Twitter, weblogs, profile sites and Youtube. The contact with customers on general or specialized discussion forums is more direct and therefore of more value from other social media. For this reason, German web merchants attach more value to marketing via forums than through other channels

Web retailers attach more value to the marketing power of discussion forums than to Twitter, weblogs, profile sites and Youtube.

The contact with customers on general or specialized discussion forums is more direct and therefore of more value from other social media. For this reason, German web merchants attach more value to marketing via forums than through other channels.

This is shown by a study conducted by Internetworld.de in collaboration with the price comparison site Guenstiger.de. The site asked 374 affiliated web retailers about their views on the power of social media.

Discussion forums are by far the greatest of value. That is what all respondents say, except for 9 percent. At number two there are weblogs, followed by three 'nothing else has added value', followed by social bookmarking (for example StumbleUpon and Del.icio.us ), Twitter and profile sites as closing agent.

The poll shows that 68 percent of web shop owners already actively participate in discussions on internet forums in one way or another.

Half of the respondents said they would like to expand their efforts on and around social media in the coming year. Twenty-nine percent do not know yet and 21 percent say nothing about it.

A recent American survey by the market organization Shop.org showed that a quarter of the webshops surveyed this year will invest more in marketing than last year. They consider socially oriented marketing campaigns as almost as important as e-mail marketing, but find search advertising the most important.

Photo: Singapore2010 (cc)