Online Channels’ Influence Throughout Path To Purchase, Q1 2014 [CHART]

Online Channels' Influence Throughout Path To Purchase, Q1 2014 [CHART]

While digital marketing channels tend to serve mostly as a middle touchpoint in a consumer’s path to purchase, the extent to which they raise awareness or act as a final touch varies by channel, according to a new report by AOL Advertising. The study – which used recently-acquired Convertro’s multi-touch attribution technology to analyze its client base in Q1 2014 – contains a host of intriguing data pertaining not only to the role of various channels – but to differences within those channels, also.

In the analysis of 6 digital channels – affiliate, social, email, display, non-brand search, and brand search – the study finds that each see a majority share of their impact come in the “middle” of the conversion path. Read the rest at MarketingCharts.