Usually people get the most riled up when something they hang their hat on is called out and shown in the light to be a lot less spectacular than when pitched with hyperbole and emotion.
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
Commence screaming and feigned outrage.
Need a chart to look at and further lather you up? Here you go. Look at the impact of email vs. social media on repeat customers.