Reader Comments (rss)

(Flattened / Threaded)

1.  

   Offline Shopping

   

   SB, Sep 16th, 2003 @ 7:34am

   
   

   It would seem fairly obvious that people use the web to research purchases. Most people I know do some type of research before spending their money, talk to friends, check ads, etc. The internet is a welcome extension to these resources. The companies who recognize this AND provide information for comparison are generally the ones I buy from, even offline.

   [ reply to this | link to this | view in thread ]

2.  

   Advertising?

   

   Doug, Sep 16th, 2003 @ 8:51am

   
   

   I do not see how the article's statement:

   "We see overwhelming evidence that online content not only impacts brands but also drives traffic to retail stores."

   leads to the conclusion:

   This suggests that online advertisers should be less concerned with things like "click throughs" and more concerned with building brand.

   Content and advertising are two very different things. I frequently use the Web to research products, services, etc. that I am considering. In particular, I look for reviews.

   However, I aggressively block Web advertising in my browser. If I want to know about a product or service, I will go looking for that information. "Don't call me, I'll call you."

   [ reply to this | link to this | view in thread ]

3.  

   Re: Advertising?

   

   Mike (profile), Sep 16th, 2003 @ 9:08am

   
   

   Actually, I disagree. I've said before that content and advertising are the same and I stand by it. People make buying decisions based on what they know, and if they recognize the brand, and have a positive association with it, they're much more likely to buy.

   [ reply to this | link to this | view in thread ]

Add Your Comment