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European marketing channels increase 10%

17th Sep 2015
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European marketers now need to cover off ten different customer channels in delivering their campaigns, according to the latest Adobe Digital Index (ADI) report on the performance of digital marketing channels.

ADI analysed 1.3 trillion visits to more than 10,000 websites in the US and Europe that occurred over the past two-and-a-half years, and found an ever-growing number of choices has left European marketers tracking an average of 10 channels, up 10% in the past two years and two channels more than their US counterparts.

The analysis coincides with a 2014 study from Shopper Sciences that stated the average number of sources of information people use to make a purchasing decision through their customer journey is up from 5.3 in 2010 to 10.4 in 2014.

The upshot is that marketers will continue to face complexity in how they manage campaigns and communications across channels for some time to come, says John Watton, director digital marketing EMEA, Adobe, and must now focus their attention on ‘unifying’ the experience they deliver to customers:

“The increase in channels used by consumers over the last two years highlights how complex marketing interactions have become. With so many channels, it’s no wonder that campaign management and programmatic tools have become imperative.

“This complexity also makes the need for a uniform customer experience even greater, since without that uniformity, more channels just mean more chances to confuse the customer.”

Adobe’s research says there are six key digital marketing tactics covered off across the 10+ channels, including direct (traffic obtained by either a bookmark or typed URL), search, social, email and display.

However, the research found email to continue to be the most powerful channel of engagement. Not only is it still the most favourable mode for consumers to receive marketing offers, with nearly two thirds (63%) of consumers preferring to be contacted by email, it also proves to be best at getting converts back to European websites, with 10% of traffic via email coming from past purchasers. As compared with US websites, however, European sites still lagged behind in attracting prior converts; the corresponding US rates were 11% for email and 7.5% for display.

“Email traffic has seen steady growth on both phone and desktop, and plays a very important part in driving conversion,” says ADI analyst Luiz Maykot. “With enhancements in retargeting and greater personalisation opportunities, email channels consistently demonstrated the highest conversion and repeat visitors.”

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