Web Promotion Alone Not Enough, Report Contends
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.
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.
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 [email protected].
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article