These days, the customer journey has grown more complex. A report published this week by Google analyzed millions of consumer interactions through Google Analytics and distilled how different marketing channels affect online purchase decisions. The tool sets benchmarks to help you understand the roles these channels play, so you can better plan which channels you will use when, leading to increased marketing performance. Click here to view the tool.
In the example shown, the tool shows how an email campaign may have a different impact on customers depending on when they interact with it. At the beginning of the purchase path, email helps customers gain awareness of a product or service. In the middle, it creates desire and boosts interest. And at the end, it helps to seal the deal.
Once you know how channels work together on the path to purchase, you can offer more relevant customer messages. Reviewing channel interactions with this tool is a great first step. To take the next step, contact BizzyWeb to find out we can help you “Generate Buzz Without Getting Stung!”