Merchants’ Top 10 Most Valuable Online Channels, 2011 vs, 2012 [CHART]


Email and search engine optimization (SEO) continue to provide the most value to merchants’ online strategies, per a [download page] Multichannel Merchant survey released in June 2012. Respondents gave email a mean rating of 8.42 on a 10-point scale (with 10 being most valuable), up from 8.32 last year. SEO followed with a rating of 7.78, also rising from 7.62 the previous year. Paid search (6.57), social media (6.18) and display ads (5.1) rounded out the top 5. And while paid search and marketing to shopping-cart abandoners saw the largest gains in perceived value, affiliate marketing and sending offline traffic online both were seen as less valuable this year.

The importance ascribed by these merchants to email and SEO mirror survey results released in March 2012 by Econsultancy and Adestra. Global marketers responding to that survey chose SEO and email as their top channels in terms of return on investment (ROI). Read the rest at Marketing Charts.