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by Ross Fadner, Tuesday, Oct 11, 2005 7:34 AM EST
IN WHAT APPEARS TO BE a
second dot.coming, offline media may be poised for a boom from an
unexpected advertising category: online media. Online retailers, or
so-called "dot.coms," have hefty ad plans to drive sales during the
holiday shopping season, and they plan to spend almost all of it
offline. According to a well-regarded survey released Monday, the 2005 Shop.org/BizRate
Research Online Holiday Mood Study, nearly all Internet retailers will
advertise offline this year. A robust 93 percent of the online or
multichannel merchants surveyed said they would not rely on the
Internet alone to market their Web sites to consumers this year.
Direct marketing was the most popular offline marketing tactic cited by
the survey respondents. Nearly two-thirds (63 percent) plan to mail
catalogs to consumers this holiday season, while 59 percent will send
direct mail to drive online traffic. Print ads were the second most
popular response among the Internet retailers surveyed: 54 percent plan
to invest in magazine ads, and 41 percent will buy newspapers. Over a
third of the Internet merchants surveyed said they plan to buy
television, while 32 percent will buy radio spots.
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