Friday, August 31, 2012

For Some Verticals, Websites Carry Most Research Weight

Power of websites in certain categories to deliver purchasing punch, Compete did some research looking at the grocery, health and beauty, household essentials and pet supply verticals and found the website reigns supreme (thanks toeMarketer for chart).
This is interesting but it raises a few questions.
The first one that comes to my mind is exactly how someone got to the retailer site in the first place. If they are familiar with the retailer and use them all the time that’s easy to understand. But what if the consumer was searching not only for products but also the best retailer to buy those said products from? Doesn’t that make search engines or social media even more important in this overall equation?
Attribution is a sticky subject for sure. We all want it to be clean and direct but it rarely, if ever, is. This is a reality of the current state of online marketing that we are going to have to either embrace or simply relax with as quickly as possible. The last thing we need to happen is that in a rush to provide some cause and effect reporting to appease people upstream we simply attribute a purchase to the most obvious, or nearest, channel. This could give too much weight to something that only played a small part in the full process that gets a prospect from research to purchase.

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