Tag Archives: study

35% of offline researchers purchase offline – resulting in negative channel conversions

Multichannel marketing has been a buzz word for quite some while yet as it seems, for most stationary retailers, it still turns to the ugly side with negative channel conversions. According to a recent study by GFK and Accenture, about 35% of all online purchases made result in a prior stationary retail research (research offline, to take up Google) before a purchase is finally made online. With that, a stunning of 5.4 B EUR resulted in these negative channel conversions in 2009. In other words, 5.4 B EUR are most likely lost transactions for stationary retailers, as chances are that the online purchase is not done via their online shop (should they have one).

Think cross channel and not multichannel!

Cross channel marketing could be one solutions for retailers to look at. Instead of relying on multichannel marketing perspectives, which often result in channel centric marketing models and thus quite some linear conversion, cross-channel marketing aims to put the user in the centre of all action while using channels as supporting instruments to assist the user in the web 2.0 buying funnel. E.g. a retailer should not rely upon stationary offline (even offline rich media) initiatives but a dynamic channel conversion alongside the customers progression in the buying funnel. This is not a revolutionary idea but amazingly only a few large retailers have jumped upon that bandwagon.

 

 

 

Tagged , , , , , , , ,

B2B customers are ready to be socialised

According to a new Forrester Research study, the majority ( I question the “all” in their report) can be reached via social media. As they claim, 98% of business decision makers can be reached on social channels these days.

Forrester B2B Report

Forrester B2B Report

 

 

It is even more staggering to then contrast the social media habits of B2B organisations who often fail to move beyond the publication stage (from print to electronic to social). Interactive marketing (meaningful, time and location sensitive and most importantly behaviourally induced) should be used to bridge the gap from publication to interaction. The start might be to build listening capabilities in online channels to not only learn about customers but to also develop a feel for all available channels. A further rollout should be well prepared and accompanied by enough resources to be able to react on potential pitfalls and market responses. After all, every journey is accompanied by great learnings and new insights – the jump into social media engagements is nothing else.

Tagged , , , , ,