Ecommerce businesses should concentrate more of their efforts on traditional online marketing tactics like search and e-mail than social media.
Ecommerce businesses should concentrate more of their efforts on traditional online marketing That’s the conclusion of a Forrester study released Tuesday, which examined 77,000 online transactions made between April 1 and April 14. The study found that less than 1% of them could be traced back to social networks like Facebook or Pinterest.
Determining how web activity influences purchases is tricky; although many often credit the last touchpoint for a sale, Forrester found that half of repeat customers and a third of new customers touch multiple touchpoints prior to a purchase. As such, certain funnels, like display advertising and e-mail, may be undervalued.
Nevertheless, ecommerce websites still convert more highly than any other channel, accounting for 30% of transactions. Thus it’s smart for retailers to promote their domain names as much as possible.
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