Reviewing the increase in popularity of online media sites Purpose

To apply a tool to analyse the popularity of online media sites. The ABCe audit service is completed to prove the popularity of online sites to advertisers purchasing ad space on the site. It is the online equivalent of the audited bureau of circulation for magazines.

Activity

Visit the ABCe site and choose 'Database'. Select a media site that you might visit and plot its changes in visitors over the last 2 to 5 years. Visit the site to see how advertisers use the site to promote their products and interact with consumers.

In the second example of changing behaviour within the environment, we look at achieving sales rather than awareness. Look at Figure 2.2 which shows the index of online sales in the UK compared to an index of 100 in April 2000. Between April 2000 and June 2005, retail sales increased 17-fold! Masked within this general increase will be large variations in online sales figures for different companies according to the type of product and the Internet marketing capabilities developed in organisations during this period. It is important for companies to evaluate their relative performance in their market - an individual company's online sales may have increased by 20% in a period, which sounds positive, but it is not when compared to a competitor whose sales have increased by 100% in the same period.

Figure 2.2 The IMRG retail index shows online sales volume in the UK relative to 100 in April 2000

Source: Interactive Media in Retail Group (www.imrg.org)

Figure 2.2 The IMRG retail index shows online sales volume in the UK relative to 100 in April 2000

Source: Interactive Media in Retail Group (www.imrg.org)

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