The report from Forrester called “The Purchase Path of Online Buyers in 2012” (link is to page to purchase full report which Marketing Pilgrim receives no payment whatsoever) basically says the the most effective tools in the online space to drive sales are the equivalent of online hammer and nails: email marketing and search marketing. Here are the main points but without the report’s detail.
- Paid search matters most for new customers
- Email matters most for repeat customers
- Social tactics are not meaningful sales drivers