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Web Has An Impact On Offline Shopping

Studies

from the no-surprise-there dept

Tue, Sep 16th 2003 12:59am — Mike Masnick
While it's a bit surprising to me that this is still an issue, here's a bit more proof that people learn about products online that they later buy offline. In fact, the web has a larger impact on offline shopping than on online shopping. This suggests that online advertisers should be less concerned with things like "click throughs" and more concerned with building brand.
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  1. identicon
    SB, 16 Sep 2003 @ 7:34am

    Offline Shopping

    It would seem fairly obvious that people use the web to research purchases. Most people I know do some type of research before spending their money, talk to friends, check ads, etc. The internet is a welcome extension to these resources. The companies who recognize this AND provide information for comparison are generally the ones I buy from, even offline.

    [ link to this | view in thread ]

  2. identicon
    Doug, 16 Sep 2003 @ 8:51am

    Advertising?

    I do not see how the article's statement:
    "We see overwhelming evidence that online content not only impacts brands but also drives traffic to retail stores."
    leads to the conclusion:
    This suggests that online advertisers should be less concerned with things like "click throughs" and more concerned with building brand.
    Content and advertising are two very different things. I frequently use the Web to research products, services, etc. that I am considering. In particular, I look for reviews.

    However, I aggressively block Web advertising in my browser. If I want to know about a product or service, I will go looking for that information. "Don't call me, I'll call you."

    [ link to this | view in thread ]

  3. icon
    Mike (profile), 16 Sep 2003 @ 9:08am

    Re: Advertising?

    Actually, I disagree. I've said before that content and advertising are the same and I stand by it. People make buying decisions based on what they know, and if they recognize the brand, and have a positive association with it, they're much more likely to buy.

    [ link to this | view in thread ]


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