Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Combined channels provide best marketing results

The survey found that 60% of respondents believe that offline marketing, in the form of addressed mail or direct response advertising, is most likely to get them to visit the web site of a company they have not dealt with before, with the intention of buying a product or service.

Only 24% of the consumers surveyed said that a marketing message delivered through digital media such as email, a sponsored web link, or an ad on a social networking web site would drive them to a company's web site with a first-time purchase in mind.

The results were based on a broader European study which involved a survey of 10,000 adults in the UK, Germany, France, Scandinavia and Benelux. Interestingly, women in the UK were more likely to seriously consider a first-time purchase from a web site after being directed there by a traditional marketing message than men (63% compared to only 57% of men). But, when driven to a web site through an online platform, men were more likely to visit with a purchase in mind (25%) than women (23%).

Direct marketing is, however, more effective at driving serious consumer traffic than digital activity across all age groups, with UK consumers aged 35-34 (67%) being most likely to visit and consider buying from a web site for the first time after being directed there by an offline message. The next most likely age group was 35-44 (64%), followed by 45-54 (60%) and the 18-24 and 55+ age groups both at 56%.

When it came to UK consumers responding to digital marketing messages and considering buying from the web site of a company they had not bought from before, the 18-24 age group was most responsive (41%), followed by 25-34 (37%), 35-44 (25%), 45-54 (16%) and 55+ (14%).

Overall, the UK figure lagged slightly behind the European total of 62% for respondents who said that direct marketing was most likely to drive them to go to a web site and consider buying from a company they had not dealt with before, while the figures for digital marketing achieving the same goal was equal, at 24% for both the UK and Europe.

According to Gareth Stoten, general manager for Pitney Bowes in the UK and Ireland, "These figures show how critically important it is for businesses to find the right marketing mix. Online channels such as social networking are a hot topic, but it is traditional print and mail channels that are driving people to make web-based purchases. A digital presence on its own does not provide a strong enough impetus for brands seeking to make a connection with prospects, even when it comes to consumers looking to buy over the internet."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)