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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B2B Brands Undervalue Online Display Marketing

B2B

Only 13% of B2B interactive marketers say they have increased online display budgets in 2011 relative to 2010 levels, in large part due to perceptions of ineffectiveness, according to a new report from Forrester.

By placing such a small emphasis on display in their marketing mix, B2B marketers may be missing opportunities, Forrester finds.

Below, other findings from the report Making Online Display Marketing Work for B2B, based on survey of 252 B2B interactive marketers.

Roughly seven in ten (71%) B2B marketers surveyed say they used display advertising during the fourth quarter of 2010, whereas 86% of B2C marketers reported doing so.

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