E‑Commerce betreibende Unternehmen sollten den Fokus mehr auf Suchmaschinen- und E‑Mail Marketing und weniger auf Social Media Marketing legen. Das ist zumindest das Ergebnis einer aktuellen Studie von Forrester, über die Mashable berichtet:
Ecommerce businesses should concentrate more of their efforts on traditional online marketing tactics like search and e‑mail than social media. 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.
Laut der Studie ist E‑Mail (wenig überraschend) der effektivste Kanal, um bestehende Kundenbeziehungen anzusprechen:
Following direct visits, organic search and paid search are the two biggest drivers of purchases from new customers, accounting for 39% of new customer transactions. That’s because the web continues to be a useful tool for what Forrester calls “spear fishers” — consumers who know what they are looking for and find it through search.
For repeat shoppers, e‑mail is the most effective sales influencer: Nearly a third of purchases from repeat customers initiated with an e‑mail. As such, businesses should up their efforts to collect e‑mail addresses, and tailor their e‑mail marketing messages to each recipients’ device and prior purchase behavior.