Today’s Customer Journey
These days, with all the different ways a person can buy a product (bricks-and-mortar, online, second-hand, mobile, etc.) and even then, the different ways someone can purchase goods online is varied. Fact is, the customer’s journey has grown very complex. They touch upon many different marketing channels.
As a business, Where’s the truth?
Well, check out this interesting website by ThinkWithGoogle: The Customer Journey to Online Purchase
This tool helps you understand the roles these channels play in your industry, so you can better attribute credit across the purchase path and improve your marketing performance.
To read this, the right side of the bottom bar represents when purchases are made.
Emails and Direct Marketing prove to be the best at getting conversions. On the other side of the spectrum, display clicks are the weakest.
Small indie games in the UK are best marketed through social, direct and referral marketing. No surprise that word of mouth helps. It’s no surprise either that emails don’t work as well. After all, who are you?
Mobile in the Purchase Journey
It should also be noted that nowadays, mobile really is influential. 54% of consumers use their smartphones to research or purchase products. 22% of these people are browsing in the late evening at with 55% at home. But these numbers vary across different industry and users.
Here’s an interactive page that explains again, particular industries and how customers use mobile to access.
For an easy and obvious example, very few people use their smartphones for final decisions in travel (big purchase) compared to retail (smaller purchase).
I would really recommend you check out your industry using the program. The research and data is phenomenal and the information could really help you focus on where you are spending your marketing dollars.
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