2 new studies and their findings were revealed recently, one of them commissioned by Yahoo. The Yahoo study involved 175,00 subjects who were divided by theri exposure, or non-exposure, to online ads. Their demographics and ‘behavior’ patterns were identical otherwise. Very interesting data emerged that showed the strength online advertising gives to your offline sales:
> Those shown ads online did more pre-shopping, ie research, and they spent 41% more in-store than their non-exposed counterparts.
The 2nd study, by comScore surveyed 3,000 consumers. They found that these local searchers (ie people specifically looking for a store, product, service offered in their area) followed up their online research with offline contact 82% of the time. That contact took the form of a store visit, phone call and/or purchase. Of those who made the offline follow-up, 61% of them made a purchase. That’s not a bad payoff.
The lesson here is that online advertising – whether that’s Google AdWords, Yahoo Ads or MSN’s program – bring profits and business to you offline as much, even more, than through online means. An AdWords campaign that doesn’t produce emails or other online interaction isn’t necessarily an unproductive effort. There’s more to online marketing than just having a website.
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