Saturday, December 7, 2013

Failure to measure offline sales means marketers are missing out on ROI

A failure to take a holistic view of customer journeys means marketers are missing out on potential revenues, according to a new report from ResponseTap

In particular, marketers are ‘flying blind’ when it comes to understanding the vital role that offline channels such as phone calls play in the £582m Britons spend online every week.

The report, based on responses from a nationally representative sample of over 2,000 UK consumers and interviews with 250 marketing managers, found that 72% of marketing managers said their companies make more than a quarter of their sales over the phone, and 46% make more than half.

One in three online shoppers say they prefer to talk to someone on the phone before buying – equating to £186m of weekly online spend in the UK.

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