While it’s a fact that your internet business now needs to take advantage of social media much like we humans need the air that we breathe, especially where consumers’ buying decisions are concerned, a recent study has revealed that there’s still life after social media where internet marketing is concerned.

E-mail Is Still Thriving

According to this study, conducted by ForeSee Results looking at e-retail data compiled over the Christmas shopping season from the top 40 retail web sites, it seems the top retail sites still get most of their traffic from those tried and true warhorses, search and e-mail. In fact, a full 19 percent of respondents stated they visited a retailer’s online store after they’d received a promotional e-mail from that retailer. Another 8 percent ended up at the stores as a result of search engines and a mere 5 percent came as a result of visiting social media networks such as Twitter or Facebook and recommendations they received there.

Social Media Growing In Importance, But….

Various studies have been conducted that show the growing importance of social media and recommendations made on those platforms when it comes to consumers making their purchasing decisions, but as far as driving traffic to web sites, there’s little doubt that e-mail marketing still rules.

So, while adopting new internet marketing strategies such as social media is vital to a company’s overall search engine optimisation (SEO) campaign and ultimately its success online, this study makes it clear that more traditional methods of marketing, such as e-mail, should not be abandoned totally in favour of newer media, however sexy and attractive they may seem.

As much as social media is growing in importance as far as online retail sales are concerned, it’s definitely not the main driving force behind sales at the moment. A common theme among the top online retailers surveyed is the use of multiple marketing channels, both old and new, and achieving a balance between the use of those various channels.

Web Site Functionality v Price – And The Winner Is….

The results of the study were compiled from almost ten thousand responses, and the study focused on four primary areas – content, price, website functionality and merchandise. It turns out that one of the major takeaways from the study was that consumers put more value on website functionality than price for the most part. Something to bear in mind when considering redesigning your internet business site or building a new one.

A UK internet marketing consultant can provide the expertise you need to take your e-mail marketing campaigns and use of social media internet marketing campaigns to new heights, so don’t hesitate to get in touch with us here at The Internet Business Coach

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