When it comes to online marketing effectiveness and driving both traffic and conversions to a website, brands have plenty of options to choose from: direct traffic, organic vs. paid search, email, social media, display banners, referral traffic, etc. But these channels don’t necessarily have the same level of effectiveness, depending on whether we are a small, medium or large organization. Results will also vary greatly depending on which industry we may evolve in – brand paid search may work well in travel but less so in sports or home and garden, for example.
THE CUSTOMER JOURNEY TO ONLINE PURCHASE
A recent Think with Google report takes a closer look at millions of consumer interactions through Google Analytics in order to understand how various digital marketing channels affect the online purchase decision-making process. The results are sometimes surprising and the tool is dynamic, allowing us to the compare the effectiveness of digital channels for small, medium and large businesses, segmented according to 19 different verticals in eight countries: Australia, Brazil, Canada, France, Germany, Japan, USA and the United Kingdom…
