The Customer Journey to Online Purchase - Digital Marketing Channel influence!

The Customer Journey to Online Purchase – Digital Marketing Channel influence!

Recently Google has crafted the “Customer Journey to Online Purchase” nailing the behavior of netizen on Internet for various sized companies (Small Medium and Large) and categories (includes FMCG, Travel, Banking, etc) for 8 different (The US, The UK, Australia, Brazil, Canada, France, Germany and Japan) regions.

The methodology Google has used is reading the analytics data flowing through the Google Analytics platform of various companies and convert them into actionable data insights. The fact of the matter is, even though you have secure access to your analytics data on Google analytics, still Google has access to the data flow and anytime they can use your analytics data for research and optimization purpose.

While Paid Search and Organic Search assist the interaction of the online purchase funnel in Electronics and Computer market in “The UK” Email, Display Advertisement and Brand Paid Search has significant influence in the purchase funnel. Given below the Online Purchase funnel for Electronics and Computer category for UK region for a Small-sized company.

Online Purchase funnel for Electronics and Computer category for UK region for a Small sized company.

Online Purchase funnels for Electronics and Computer category for UK region for a Small-sized company.

(Channels to the left tend to play an early and assisting role in the typical sale, while channels to the right are more likely to be the last interaction before a purchase.)

While the Small sized company heavily depends on Email, Display and Brand Paid Search for their ‘Last interaction’ influence on the Online purchase; Social plays vital role along with Display Marketing for Medium sized companies in “The UK”. Whilst “Brand Paid Search” also influence the customers, Email and Referral channels are in “Assist Interaction” on the online purchase funnel. Starting the assistance of Online purchase with Organic Search, the most effective channel is Direct Customer”. Given below the illustration of the Online purchase funnel for Medium sized Electronics and Computers company.

Online purchase funnel for Medium sized Electronics and Computers company.

Online purchase funnel for Medium sized Electronics and Computers company.

When we look at large sized company in the UK, the Online purchase funnel starts with “Display Campaigns” as the ‘assist interaction’ for online purchase; Referral, Email and Brand Paid Search are the significant channels to concentrate on “Last Interaction” on the purchase funnel. Whilst Organic search and Paid search plays a little less influence in the purchase funnel, Social channel has become the strong support channel. We can see Direct channel plays the vital role here as well like for other sized companies. Given below the purchase funnel for large sized business conglomerates.Given below the purchase funnel for large sized business conglomerates.

Given below the purchase funnel for large sized business conglomerates.

Almost all categories and sized business, ‘Direct Channel’ is the most powerful and influenced channel in the purchase funnel for ‘last interaction’ and Organic Search is the essential channel in ‘assist interaction’ in the funnel.
Online Marketers can make use of this great insights to create their marketing plans based on their regions, unfortunately, Google has not provided Online purchase behavior insights for Asia content, especially for emerging markets like India, China and UAE.

You may visit the tool page on Google site @ http://bit.ly/2cYN5MW

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