Archive for August, 2009

Online Reviews Highly Impact Purchasing Decisions

Friday, August 28th, 2009

When it comes to purchasing decisions, the recommendation of a trusted colleague goes a long way toward closing the sale. The rise of social media on the Web has opened up an easy-access forum for industry-specific reviews. The Forrester Study published by American Business Media reports that business decision makers rely most heavily on the reviews of their peers along with vendor’s websites for the information they need to make purchasing decisions.

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Consumer reliance on online reviews is nothing new. Opinion Research Corporation achieved similar results in a survey the company conducted last year. Nearly two-thirds of respondents reported consulting online reviews, blogs and other sources of online customer feedback before purchasing a new product or service. Eighty-three percent of consumers polled indicated that online product evaluations and reviews had at least some level of influence on their purchasing decisions.

The survey narrowed in on three critical stages in the purchase decision-making process at which respondents turned to online product or service reviews: when they begin their shopping research, when they are trying to decide between two or three products or services, and at the narrowing down stage to confirm that they are buying the right product or service.

Still not convinced? Check out Jennifer Laycock’s article at Search Engine Guide.

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Posted in Online Advertising, Physician Research | No Comments »

Why Analyze?

Thursday, August 20th, 2009

Let’s face it, very few of us want to increase our workload. This may explain the 53 percent of marketing professionals who admitted to opting out of web analytics as a means of measuring their campaigns in the recent Alterian Annual Survey. A quarter of the 1,545 professionals surveyed viewed analytics as the most difficult part of their job. In contrast, most of us agree that today’s economy demands we make the most of every advertising dollar spent. Understanding analytics and using the technology to evaluate and refine your web campaign can help you accomplish just that. Taking the time upfront to understand the analytical tools available to you will alleviate some of the perceived burden, while saving time and money by making your web campaign a success.

Google offers a free, easy to use analytics tool to help track your web traffic. Use the tool to increase page views per visit, expand your geographic reach, evaluate your referring links and refine your key words. For more details on how to make the most of Google Analytics, read Top Ways to Use Web Analytics to Improve Your Blog or Website at ConversionRater.com.

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Use White Papers to Influence Prospects

Friday, August 14th, 2009

A well-written white paper will boost both your credibility and potential sales leads. By establishing your place as an industry leader, white papers can open the door to additional marketing opportunities and media exposure. The leading advantage of white papers is their ability to land in the laps of educated prospects looking for a solution. “White papers remain the most effective piece of marketing collateral, with 86% of respondents finding them moderately to highly influential in the purchasing decision,” according to an Eccolo Media study covered in a recent issue of B2B Magazine.

To positively influence your prospective customer base, make sure your white paper is written with those customers in mind. Keep it fresh, relevant and compelling by offering objective solutions to their problems. Make it easy to read by avoiding jargon. Using a digital format will make your paper easily accessible and easy to pass on.

While writing style is key to the success of a white paper, marketing is also vital. A well-written paper is only useful if it is read. When you’re ready to spread the word about your solution, try a few of the tips mentioned by Barry Harrigan at AcceleratingITSales.com.

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The Case for Banner Ads

Friday, August 7th, 2009

The effectiveness of display banner ads has come into question in recent years after a decline in the number of clicks these ads generate. Despite a low click rate, the ads have a proven positive impact on website traffic, search queries, and purchase rates for weeks beyond consumer exposure to the ad.

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A white paper developed by comScore for the Empirical Generalizations in Advertising Conference held at the University of Pennsylvania’s Wharton School last December details the findings of a significant study on the matter. A copy of the white paper is available online.

The study found that the use of display advertising produced a positive impact in each of the following areas:

 46 percent increase in advertiser’s website traffic over a four week period
 38 percent increase in likelihood of consumers using branded terms in a search query over a four week period
 27 percent greater likelihood of consumers buying the advertised brand online
 17 percent greater likelihood of consumer making a purchase at the advertiser’s retail store

 Display advertising may not typically result in an immediate click, but that does not mean that it is ineffective.  Instead, banner ads create an interest in the product or service which is realized at a later  time.  The benefits of  banner advertising will likely materialize in the form of a site visit, a search query, and possibly on online or offline purchase in the weeks to come.  Further information can be found a blogger and former comScore board member Fred Wilson’s website.

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Posted in Internet Marketing, Online Advertising | No Comments »