Custora, a predictive analytics platform, recently completed a study on the lifetime value of customers obtained through different channels. The findings: the highest value customers come from organic search, followed by CPC (PPC) advertisements, while the lowest value customers come from Twitter. Email marketing is an increasingly strong acquisition channel, according to their data. Check out the numbers to the right.
The results of this study suggest that brands will benefit more from maintaining focus on high-quality web content than from investing lots of time in social media campaigns. They also point to the value of product discovery. Perhaps discovery shopping engines and social commerce platforms emphasizing discovery will continue to gain traction in the e-commerce landscape.