Forrester Consulting
Organization1 report
Forrester Consulting is the custom research and advisory arm of Forrester, a research and advisory firm. It publishes commissioned studies on marketing, technology and customer behavior, such as search and social in the customer life cycle.
Documents
Whitepaper11 pages
Why Search + Social = Success for Brands: The Role of Search and Social in the Customer Life Cycle
This analysis examines the complementary roles of search and social media channels throughout the customer life cycle, specifically focusing on how these platforms drive product discovery, consideration, and post-purchase engagement.
- Over 90% of consumers utilize search engines or retailer sites at every stage of the customer journey, establishing search as the primary driver for volume and trust.
- 58% of shoppers use both search and social channels for a single purchase, representing a high-value demographic that is 9% more likely to act as a brand advocate than the average consumer.
- Peer activity is the primary social influence, with 81% of consumers who discovered a product via social media citing friends' posts as a factor, compared to 43% influenced by company-generated content.
Forrester ConsultingJan 2018