The Social Channel Delivered the Highest-Quality Users and Drove More Conversions in Q1 2013
Social sites deserve more credit for driving conversions beyond the last touch, according to a report from Aggregate Knowledge. In fact, social influence in the attribution funnel increased in the first quarter of 2013, while the social channel continues to reach and market to the highest-quality users.
The “Global Media Intelligence Report” for the first quarter of the year studied about 130 billion ad events, 27 billion impressions and 1.8 million conversions.
“According to a recent study by Accenture Interactive research, 66% of marketing executives plan to allocate at least 25% of their budget to digital marketing and nearly 23% plan to spend more than half on digital marketing,” Aggregate Knowledge notes in the report. “Given this, marketers must think smarter about which channels will deliver the best audiences, highest reach, and most conversions to both maintain and grow budgets in the future.”
The report examined four channels:
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