The internet undoubtedly has and will continue to change consumer shopping behavior. This 104 page report is very interesting. Take these facts into consideration when planning your own advertising campaigns.
Free Report:
http://www.smartecreation.com/articles/DigitalFutureReport-Year4-2004.pdf
Here are a few highlights:
- Multitasking gaining. 24.9% of users talk on the phone while surfing (add an 800# to your site and email campaigns pronto); and 27% listen to the radio while online (hey, radio ads are still pretty cheap, too).
- Only 9.5% of Net surfers think individuals' sites can be trusted to contain credible. So if you write a blog, include your reasons-to-trust-me credentials in your page template to reassure new visitors.
- 62.3% of users check email once a day or more (with 33.2% in the "more" camp), so if you send a daily newsletter, or put ads in them, assume a few issues will pile up in in-boxes. Also, maybe you should put a 48-hour deadline on customer alerts sent via email instead of 24 hours...
- Only 8.5% of users say they frequently shop in stores and then buy online. Compare this to 25.4% who frequently shop online and then buy in stores. Retail has nothing to worry about (unlike TV).
Free Report:
http://www.smartecreation.com/articles/DigitalFutureReport-Year4-2004.pdf
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Source: http://www.marketingsherpa.com ; subscribe to the "Best-Weekly" newsletter; great information on marketing, advertising and PR on the internet, applicable for big and small businesses. I highly recommend this source!
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