2 mars 2004

DoubleClick Touchpoints Study released

Taken from DoubleClick's news release:
Websites, both company websites and content sites, and online marketing, advertising and email are shown to have a major impact on the purchase process in certain categories. In the travel category, travel websites are the number one driver of awareness (cited by 41% of respondents), followed by online marketing (11%) and online search (9%). Although it is not a primary builder of awareness in other categories, at both the further learning and the crucial purchase decision stages, the interactive channel is a top three influence in almost all categories. Compared to other media, online advertising is highly effective at getting consumers to those crucial company websites.
Absolutely a must-read.

You can find the release and the study's executive summary (PDF) online.
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