Consumers influenced by using the online channel

Next we must look at the extent to which consumers are influenced by online media - a key aspect of buyer behaviour. We saw at the start of Chapter 1 that many Internet users now research products online, but they may buy through offline channels such as phone or in store. Research summarised in the AOL-sponsored BrandNewWorld (2004) study showed that:

1 The Internet is a vital part of the research process, with 73% of Internet users agreeing that they now spend longer researching products. The purchase process is generally now more considered and is more convoluted.

Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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