Email and search marketing still have the greatest influence on consumers’ online buying behaviors, whereas social media, though it generates awareness, is rarely associated with direct revenue, according to a study by Forrester Research and GSI Commerce.
Most online consumers are influenced by Web marketing messages: 77% of buyers of hard-goods items (e.g., sporting goods, toys/games, and health/beauty products) during the 2010 holiday season interacted with some type of marketing tactic prior to purchase.
Similarly, 82% of buyers of soft-goods items (apparel and accessories) during the same period were influenced by digital marketing before making a purchase.
Moreover, roughly one-half of holiday purchases followed multiple exposures to Web marketing efforts: 45% and 53% of hard- and soft-goods transactions, respectively, touched at least two marketing touch-points.
Below, other findings from The Purchase Path of Online, conducted by Forrester Research on behalf of GSI Commerce.