Web Has An Impact On Offline Shopping
from the no-surprise-there dept
While it’s a bit surprising to me that this is still an issue, here’s a bit more proof that people learn about products online that they later buy offline. In fact, the web has a larger impact on offline shopping than on online shopping. This suggests that online advertisers should be less concerned with things like “click throughs” and more concerned with building brand.
Comments on “Web Has An Impact On Offline Shopping”
Offline Shopping
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.
Advertising?
I do not see how the article’s statement:
leads to the conclusion:
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.”
Re: Advertising?
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.