31/03/2023
Below is some context from our daily campaigns results & referred research papers which Ensia Media published -
Studying multiple outcome metrics allows the companies to more fully understand the role played by each channel in the “way to purchase” of a consumer. Some consumers arriving through certain channels may not be ready to buy and might revisit or extend their current sessions; for example, consumers arriving through the "competitive search" channel may have a tendency to browse. In contrast, consumers arriving through other channels like "branded search" might be more likely to convert.
As a result, different channels will have different predictive capabilities regarding future activity, and differentiating between browsing patterns and conversions will help predict future activity.
Indeed, previous research has indicated that components of the promotional mix can inform metrics beyond conversions, such as signals of brand performance (Reference (Lavidge and Steiner, 1961, Srinivasan et al., 2010)). Translated to our context of online marketing, this implies that different channels can influence consumer behavior differently on both a short- and long-term basis. Channels might be associated with these different kinds of behaviors based on considerable theoretical motivation. It is well acknowledged that consumers’ preferences evolve on their path to purchase. They can evolve from being general to more specific,( Reference (Lambrecht and Tucker, 2013), and from being relatively unstable to being more stable (Amir and Levav, 2008)).
In addition, consumers may visit different channels depending on whether their preferences are more formed and stable, or less formed and unstable, as their preferences evolve.
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