Zeta Blog

Email's Role in Discovery Marketing

Posted by John B. Lewis on June 21

Forrester Research, Inc.'s June 2013 report, How Consumers Found Websites in 2012, provides some interesting statistics for marketers seeking to develop a multi-channel Discovery Marketing strategy. 

The report highlights that while users continue to rely heavily on natural search, traffic from sponsored search and social networks has increased. It touts gains of 4% in natural search, 7% in social, and 10% in sponsored search in 2012 versus 2011.

The report also shows that traffic from links to other websites (31% in 2011, 28% in 2012), email from friends (26% in 2011, 25% in 2012), and offline sources such as newspapers or magazines (19% in 2011, 18% in 2012) remained relatively consistent during the same period.

But what gets buried in Forrester’s data is the fact that Email from Brands experienced the single largest gain, increasing from 15% in 2011 to 26% in 2012. That's a jump of 11%.

Now consider a couple statistics that weren't included in the Forrester report:

• Mobile web use is expected to overtake desktop by 2014 (IDATE)

• 71% of mobile purchasing decisions are influenced by email (Adobe 2013 Digital Publishing Report)

That's right: More people will soon be visiting your website via mobile than desktop and 71% of their purchases will be influenced by email.

So while Forrester makes the case that marketers should integrate natural search, sponsored search, and social into a comprehensive Discovery Marketing strategy, Zeta reminds you that email – now more than ever – has an important role to play.

Topics: Online Marketing