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According to a Google-commissioned study ,
consumers who see products advertised both online and in newspapers are more
likely to make a purchase. The survey says that nearly 30 percent of their
respondents went online to research at least one product that they saw in the
newspaper. On average, individuals in this group researched nine different
products.
The survey focused on the results of adult respondents who
use search engines and read newspapers (roughly 82 million people in the United
States). Of this segment, about 42 percent said they purchased at least one
product they saw advertised in a newspaper in the last month, 70 percent of
this group only did so after researching the product online.
Multi-channel ads seem to increase the trust consumers have
in a product, since almost half of the survey population said that seeing a
product in the newspaper after seeing it online would lead them to trust the
product more.
It’s easy to say that online advertising reaches more
people, but it is how they are reached that determines how successful that
advertising will be. Broad internet advertising campaigns tend to be more easily removed from the
user’s reality because they are digital, and in many ways digital means virtual. While digital media is certainly on the rise, many people still need a personal experience or tangible evidence to support what they see and learn online (If you want to advertise solely online, target advertising by being aware of user bahaviour ).
By backing up your digital advertising with media that will make you a part of a user's "real" life (such as in a local newspaper or industry event), you give your audience an opportunity to see another dimension of your product. The more of you they see, the more they trust you. No shady marketing schemes required.
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