According to, consumers use an average of six digital channels to research products and services before they make a purchase decision. Digital media has received the biggest increase in marketing spend in 2015 over any other channel of communication.

The six digital channels are:

  • Email
  • Social media
  • Mobile
  • Search (organic and paid)
  • Online display advertising


It’s a business’s responsibility to know all the digital touch-points their customers consume regularly – digital channels have an impact in a business’s marketing strategic plan. Integrating all points of customer interaction and analyzing your marketing to create a customer profile will ensure the success of your digital efforts.

Customers Who Use Multiple Channels Spend More

Consumers who engage with a business through multiple channels more than customers who don’t.

Focus on multiple channels – shoppers spend more and they tend to be more brand loyal and value-conscious. Use a selection of digital and traditional channels, but keep in mind that consumers will leave if they receive poor customer service. Conduct regular reporting to understand what resonates with your customers and use the information to improve your business’s customer service.

Mobile Marketing is Rising

Mobile accounts for 34% of all organic site traffic. Marketing messages are increasingly being viewed on smartphones and tablets, as opposed to desktop computers. Having a mobile strategy is important, and it begins with a mobile responsive website.

Are your customers visiting your website from your display ad, or are they finding you through search? You can use Google Analytics to understand how your consumers are visiting your website and then modify your strategy to appeal to those consumers.

If your website is not mobile responsive, consumers may drop off quickly – analytics will determine your best course of action.

Consumers Crave Valuable Content

Consumers are knowledge-driven and typically seek answers before making a purchase decision. They will spend time online researching products to get information that will guide their purchase decision. The amount of information consumed online increases among Millennials.

Getting their attention is done through content marketing – blogs posts, articles, product information, and social media sharing provide fresh content to keep your prospects and customers informed.

Beyond writing and sharing valuable content, marketers analyze the data to understand what resonates with their audience.

Integrated Digital Marketing Campaigns Deliver Higher ROI

Many companies are still hesitant to invest significantly in digital channels. How much of a difference can digital marketing make to your bottom line?

Digital marketing is evolving and more companies are embracing digital channels. Differentiate yourself from the competition by focusing on analytics to drive your marketing decisions.

Let data lead the way as you increase your digital presence.

How do you analyze your marketing, monthly, quarterly, or yearly? Comment below to start the conversation.