Thomas from Ariyh - 🎓 Which online channels to prioritize
🎓 Which online channels to prioritizeIf your product is hedonic (e.g. toys) focus on social media and your product page. If your product is utilitarian (e.g. office supplies) focus on search ads, review websites, and deal platforms.New to Ariyh? Join 6,626 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… me Want to quickly understand where you should prioritize your marketing efforts based on the latest research? I have (limited) availability to give you personalized recommendations for your business or product. What will you get? After an exploratory call, I analyze your business and give you 5-20 recommendations (in order of impact) that you should implement to boost your profits. Want to sponsor Ariyh in this spot? Here’s all you need to know. 📝 IntroWhich online channels should you focus your attention on? This is a key question for marketers. Ideally, you’re everywhere, but resources are limited. So it depends on your customer’s typical user journey. Based on that, you can prioritize your attention towards the channels that give you the biggest impact. Today’s study is a large-scale analysis of the online customer journeys of 4,356 people across 40 of the largest ecommerce retailers in the US. It shows us that the channels people use most change based on the type of product they are buying. Use this research to understand if you are correctly prioritizing the right channels for your type of product. P.S.: I’ve renamed Ariyh’s ‘practical tips’ to 3 minute ‘practical insights’. Why? I think it better aligns Ariyh with the terms most widely used in companies (e.g. at Google we were obsessed with “insights”, and many companies have “insights manager” roles). This should reduce the mental effort required to understand what Ariyh is. Do you agree with this change? Previous insight: Using NPS to predict growth (All insights here) Focus on different online channels depending on whether your product is hedonic or utilitarianImpacted metrics: Customer acquisition 📈 RecommendationFocus your attention and resources on specific online channels (e.g. third-party review sites, social media) depending on the type of product you sell. If your product is hedonic (e.g. a decorative candle, fashion), focus on having an extensive social media presence and an engaging product page on your website. If your product is utilitarian (e.g. e.g. insect-repellent candle, accounting services), focus on a strong and competitive presence on third-party review, comparison, and deals websites, as well as search engine ads. Note that products can be both hedonic and utilitarian (e.g. a sound system), in which case you will need a balance of the above channels. 🎓 Effects
(Customer journey online channel usage of a typical hedonic product [Toys] vs a typical utilitarian product [Office supplies] - Click to zoom in) (Examples of hedonic and utilitarian product category ratings, based on a survey with 3,250 respondents - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3-min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeMarket observation (of clickstream data of 22,751 purchases that account for $1.2 million sales across 40 retailers during a 24-month period from 2013). United States 📖 ResearchLi, J., Abbasi, A., Cheema, A., & Abraham, L. B. (March 2020). Path to purpose? How online customer journeys differ for hedonic versus utilitarian purchases. Journal of Marketing. 🏫 AffiliationsMcIntire School of Commerce, University of Virginia and ComScore. United States Remember: Research could be disproven in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 Using NPS to predict growth
Tuesday, August 10, 2021
Net Promoter Score (NPS) is often called “The One Number You Need to Grow”. This is false. But it can predict growth if you survey all your potential customers and track its changes over time.
🎓 The Amazon effect
Tuesday, August 3, 2021
Amazon keeps changing people's expectations, and it's not all about free fast shipping anymore. Shoppers are now most dissatisfied with the return and refund handling of non-Amazon retailers.
🎓 Don’t retarget shoppers too early
Friday, July 16, 2021
Customers abandon products in their online shopping carts all the time. Wait 1-3 days to remind them and boost sales. If you remind them too early your message backfires.
🎓 Promoting early platform growth
Tuesday, July 13, 2021
To increase signups of early users to a new platform (by ~20% in one experiment), tell them about your expected future growth (eg "we expect 10000 people to join this year").
🎓 Welcome to Ariyh + Bonus tip
Saturday, July 10, 2021
Thank you for signing up for Ariyh
You Might Also Like
Greater Good Awards: One week left to secure the best rate
Friday, May 3, 2024
There's one week left to secure the best rate on entries to the Greater Good Awards, showcasing your company's commitment to creating a better future. Last year, we recognized companies
Poor New York celebs
Friday, May 3, 2024
Fri, May 3rd, 2024
Block Commits to Monthly Bitcoin Purchases
Friday, May 3, 2024
Plus Former SEC Litigator Denies Anti-Crypto Agenda
TONIGHT: Last chance to secure the best rate for the Digiday Awards
Friday, May 3, 2024
Tonight is the last chance to secure the best rate on entries to the Digiday Awards. By entering, you have the opportunity to gain recognition among the best in media and marketing in front of
Prediction Markets Don't Believe The Fed
Friday, May 3, 2024
Listen now (2 mins) | Today's letter is brought to you by Consensus 2024! Consensus 2024 is happening May 29-31 in Austin, Texas. This year marks the tenth annual Consensus, making it the largest
Cultivating creative ideas
Friday, May 3, 2024
Today's Guide to the Marketing Jungle from Social Media Examiner... Presented by Social Media Marketing World logo It's 🧑🍳 Raspberry Popover Day, Reader! 😋 Get ya some! In today's edition:
Weekly Dose of Optimism #92
Friday, May 3, 2024
Icons, Georgia Nuclear, Fusion Magnets, Solar Satellites, mRNA Cancer Vaccines, Extropic, Nanotechnology ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
Influence Weekly #333 - Creators Cash In: Paid User-Generated Content Offering Explodes 93% In 2023
Friday, May 3, 2024
TikTok and Universal Music Group end feud with new agreement
Chaos isn’t a pit 🕳 Chaos is a ladder 🪜
Friday, May 3, 2024
I'm leaning in.
Issue #18: Defense Unicorns to the Rescue!
Friday, May 3, 2024
Issue #19: Wallet-as-a-service