Don’t sleep on search. According to Monetate’s Q4 e-commerce report, search still vastly outperforms email and social in delivering traffic to e-commerce websites, and its influence may in fact be growing. The study finds that among the sample of clients measured, search accounted for 32.6% of website visits, up from 29.8% a year earlier, and leaps and bounds ahead of both email (2.7%) and social (1.1%).
Of course, social’s fractional share has to be put in context; the study measures direct traffic (last-click attribution), which tends to underestimate socials’ influence by a considerable degree. Read the rest at MarketingCharts.