Study Shows Organic Search Responsible for Highest Percentage of Customer Acquisitions This Year

According to a new report released by marketing software provider Custora, organic search is responsible for the highest percentage of customer acquisitions this year, beating out email marketing and social channels such as Facebook and Twitter.

A Marketing Land article highlighting the report findings shows that, while customer acquisitions via email have nearly quadrupled over the last four years (.88% in 2009 vs. 6.82% in Q2 2013), organic search still accounts for the highest percentage of customer acquisitions this year. In fact, organic search has dominated the customer acquisitions space since 2009, the research shows, despite a slight dip from 2012 to 2013 (16.22% to 15.81%).

According to the Marketing Land analysis of the data, customers acquired via organic search are 50% more valuable than the average customer, based on the amount of money spent on retailer websites and shopping frequency. Marketing Land claims such customers “spent more money and shopped more frequently than customers gained via any other online channel.” Customers acquired via email were 11% more valuable than the average customer, while customers acquired via Facebook ranked as average and Twitter customers were 23% less valuable than average.

From the Custora report, “Organic search continues to grow as a reliable channel [for customer acquisition], reinforcing efforts to complement products with relevant and informative editorial content along with investing in search engine marketing.”

Based on Custora’s findings, organic search is steadily growing as a means of customer acquisition, making it imperative that marketers incorporate search engine marketing into their lead generation efforts.

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