Email and Search still generate most conversions

search emailEmail 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.

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