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The Role Of Various Channels in the Purchase Journey


March 27, 2014 — A new report from Experian Marketing Services, a global provider of integrated consumer insight, targeting, data quality and cross-channel marketing, examines how marketers around the globe view the roles of 12 different marketing channels in their customers' journey.

Survey respondents in ​Experian's 2014 Digital Marketer: Benchmark and Trend Report identified how each channel was most effective in their marketing efforts, using the terms “greeter,” influencer” and “closer” to describe three main roles a channel can play in the purchase process -- to create awareness, generate interest and close the deal.

Top channels for creating brand awareness ("greeter"):

Top channels for generating interest ("influencer"):

Note:  direct mail's effectiveness is ranked closely to online, print and social at 32%

Top channels for getting the sale ("closer"):

Half of global cross-channel marketers surveyed plan to integrate 4 or more channels in their campaigns this year. Cross-channel campaigns are those that are integrated across multiple channels versus multichannel campaigns which are run simultaneously in various channels.

Source: Experian, The 2014 Digital Marketer: Benchmark and Trend Report, accessed April 10, 2014.