Market research firm ActivMedia Inc. reported online
advertising
is creating a faster, more focused, and dynamic method to reach customers who
have personally selected their area of interest, further blurring the line
between marketing and sales.
“Data from [our] FutureScapes study of online activity clearly shows the
selling
cycle is shrinking and businesses are reaping the profits,” said
ActivMedia’s Vice President of Market Research Harold Wolhandler.
“Unlike a TV commercial where a canned impression is delivered to the masses
who may or may not be looking to buy when the ad appears, online ads are
placed in front of a potential customers who are searching for information on
a particular product.”
According to Wolhandler, “businesses, regardless if it’s B-to-B or B-to-C,
that
make the Research-and-Buy process at their Web site easy, will profit
significantly as more purchasers flood online.”
Some results from the company’s study on “Influence of the ‘Net on
Purchasing Decisions and Processes, Across All Age Groups” are as follows:
- Check Competing Prices–91%
- Research products/services carefully–89%
- Buy from anywhere no matter location–67%
- Order immediately at Web site–58%
WHEN ONLINE, I’M LIKELY TO:
ActivMedia’s “FutureScapes Study: Refining ‘Net Strategies for the 21st
Century” surveyed over 6,000 online users concerning impact of Net
technologies on their work and personal lives and how they hope to use such
technologies in the future.
