Back to the October 2006 issue.

Online Research is Your Advertising Opportunity

(by Peter Bohenek, President)

According to a recent study performed by BIGresearch, 87% of survey respondent’s use the Internet to research products prior to making in-store purchases. The majority of these people were between the ages of 25 and 54, and they researched product categories as follows:

  • Electronics - 35%
  • Apparel - 17%
  • Appliances - 17%
  • Home Improvement Items - 16%
  • Medicines/Vitamins/Supplements - 15%

Although the survey involved a sample of 7,500 Internet users, the results clearly indicate that a huge number of people rely on the Internet to conduct buying research. Although the results indicate that these people were merely taking initial steps leading to an in-store purchase, the potential of selling to these looky lues directly through the Internet is enormous.

In today’s day and age of Google ad words, banner advertisements and other interactive marketing vehicles, a clever marketer can reach these people. Utilizing targeted advertisements, a decent percentage of these people can be attracted to an ecommerce website where the purchase can take place online.

The methodology is relatively simple. Based on the types of products that you sell, you should conduct research to determine the most desirable websites that offer related product information that is sure to be of interest to anyone conducting research. Then you work to establish the required relationships that enable you to place ads on those particular websites.

Once the ads are created and posted to the web, they work to capture the attention of viewers causing them to click through to your ecommerce website. The website must do an effective job in selling, to the degree that the viewer purchases through your website. Often times your website may need some work to help ensure sales conversion. But ultimately this plan of attack can be extremely effective in generating online sales that would have otherwise been lost to an in-store transaction.

For more information about online tips and strategies, please contact us today!





Statistics Corner

Marketers who use both display and search advertising convert at a rate 22 percent higher than those using search alone, according to a study by the Atlas Institute.

According to a recent study conducted by KnowledgeStorm and Universal McCann, 60% of technology buyers would like to download whitepapers and analyst reports as podcasts.

JupiterResearch, in a recent survey, found that 40 percent of search marketers spent at least $500,000 on search marketing in 2005, compared to 12 percent in 2004.

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