Traditional advertising could be playing a key role in influencing online searches, claims the Retail and Marketing Association (RAMA). A survey conducted by RAMA discovered that many consumers are using the internet to search out information following exposure to magazine and other print advertising campaigns.
The poll discovered that 47.2 per cent of people are most likely to conduct an online search after seeing a magazine advertisement, while 43.7 per cent admitted that reading an article could lead to using the internet for research and 42.3 per cent were influenced by marketing in newspapers.
Television advertising also played a key part in boosting online searches, with 42.8 per cent of consumers going online after watching a TV ad.
Therefore, it could be important for retailers to consider combining traditional advertising with new media and search engine marketing to ensure that their products are being targeting at the correct audience and maximum influence is achieved.
A statement from RAMA explained: "When it comes to advertising, retailers always need to be careful not to put all of their eggs in one basket."
"While search engine marketing continues to be a popular strategy, retailers should not lose sight of traditional advertising channels to promote products and services," it added.
The study also revealed a gender difference in advertising impact with women more likely than men to conduct an online search as a result of money-off vouchers or in-store promotions.
