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BizReport : Ecommerce : May 10, 2016

Study: Brands investing in the journey

The customer journey has become a buzz phrase for marketers both online and offline, and one new report indicates the customer journey is beginning to take up more marketing dollars.

by Kristina Knight

According to Kitewheel's State of the Customer Journey 2016 Report nearly one-quarter of customer journeys to purchase include stop with email (23%), but most customer journey touchpoints continue to be through social (48%).

"By placing a stronger emphasis on customer journey orchestration over the past year, brands have realized a wealth of new benefits, including increased awareness, engagement, conversion and retention," said Mark Smith, president, Kitewheel. "Our study shows that the sky's the limit when it comes to customer journey orchestration -- best practices will continue to emerge, allowing brands to incorporate more touch points into their omni-channel strategy and deliver the experiences consumers expect."

Retailers are among the top adopters in tracking the customer journey. About half of the journeys tracked are from retail marketers, although travel (15%) and healthcare (12%) brands are increasing their customer journey spend, as well.

Other interesting findings from the report include:

• 20% of total interactions come from the Web, an increase of 67% YoY
• Mobile app interactions doubled between 2014 and 2015
• Social interactions showed a 23% decline YoY (2014 vs. 2015)
• Email interactions increased 270% YoY

Tags: advertising, customer journey, ecommerce, ecommerce trends, Kitewheel

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  • Hi Brant -- email is used in 23% of customer journeys (up 270% year over year from 2014 to 2015).

  • "include stop with email" - is it include or stop??



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