In our world (Digital Marketing Agency) we’d love to think that all online research either ends in an online purchase or no purchase, thus all would be measurable. The reality is we know the majority of buyers do their research online and then buy the item through another channel e.g. by phone, at a retail outlet etc.
“Word of mouth” is the most popular influence on a purchase decision, previously it was “literally” word of mouth – before the internet – now we have social media websites to do that for us!?
BUT Social media isn’t just Facebook, Twitter and LinkedIn, there are a lot of other social networks some very specialist which should perhaps be considered.
In addition there are now a large number of product review sites. From a search perspective these sites aren’t just about getting your product talked about and rated here you will also find content on product rankings and performance. These should be considered high on your priorities especially if you are a local business. Of course do not forget that they are a place where there is often honest and specific feedback – DO NOT IGNORE.