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The Spillover Effects of Online Marketing Channels

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Marketing is a main source of income generation as firms seek to attract web visitors and convert those web visitors into paying customers. Firms consistently rely on a few marketing methods and overstate the importance of those methods without understanding how they work together to convert purchasing behavior. Research by Li & Kannan (2014) helps companies understand online channels, historical visits using these channels, and how spillover effects convert visitors into paying customers. They propose a new model that helps conceptualize the concept.  Even though some companies rely on specific channels it is the combination of advertising channels that create the marketing mix. It is difficult for firms to determine which channels work well and which channels do not effectively contribute to customer conversion rates. Online marketing will move from $15 billion to $24 billion by 2016 (eMarketer, 2012). The growth in marketing expenditures will require better analysis o