Marketers who feel tempted to rely solely on Web-based promotion should re-
think their position, according to new research from communications firm USA Chicago Inc.
The study shows that, regardless of company size, the frequency of Web site
visits–and subsequently, sales and profits–is directly related to the
amount of traditional advertising and sales promotion aimed at guiding traffic
to the Web site.
Details of the year-long study, conducted among USA Chicago clients, appear in
the May issue of the firm’s quarterly publication, Space Rep News.
The findings chart on a month-by-month basis the correlation between the
number of advertising insertions sponsored by a company and the volume of
traffic to the company’s Web site.
“Just a few years ago, experts were predicting that the Internet would
eventually replace traditional advertising mediums,” said USA Chicago
President and CEO Patrick J. Yanahan Jr.
“This created confusion among companies trying to cost-effectively allocate
their promotion budgets. It also raised concern within the advertising
industry that Web sites would cannibalize budgets previously earmarked for
trade shows, print, broadcast and direct-mail advertising. This latest
research, however, proves that Web site traffic and financial return are
directly tied to advertising frequency.”
Yanhanan debunks the “if we build it, they will come” theory surrounding Web
site development. “Traditional advertising is required not only to ‘announce’
the existence of a Web site, but also to point people to its exact
location. Advertising can also be used to target those who already know
about a site, but who need a constant reminder to ‘go visit.'”
For a free copy of Space Rep News contact Yanahan at 312-444-9570 or send e-
mail to pyanahan@mcs.com.
