In Experian’s latest 2014 Digital Marketer: Benchmark and Trend Report, they asked marketers to identify how each of 12 channels fits into their customer’s journey, choosing whether each has a “greeter” role (creating awareness), operates as an “influencer” (generating interest) or is a “closer” (getting the sale). Here are some takeaways from their findings:
- 82% of marketers see the role of social media as a channel to create awareness or generate interest. Only 4% say that social media “gets the sale.”
- Website and email are seen as the top channels for driving purchase.
- Though more than a quarter of marketers do not have a mobile application, 20% of marketers say that their mobile app “gets the sale.”