In research, sometimes the "ancillary results" are
more profound than the primary objective.
Online marketing services company DoubleClick
recently conducted a consumer survey to examine
the influence of online advertising on product
purchases.
The study's primary goal was to compare the
Internet's effectiveness with that of TV, print and
other mass media advertising. But it also asked its
2,000 respondents to rate the impact of "word of
mouth" recommendations and of "seeing [the product]
in the store."
The DoubleClick study divided the purchase
process into three phases: "First Learn" (representing
initial awareness of a new product), "Further Learn"
(when consumers acquire additional information
about that product) and "Purchase Decision"
(when they decide to buy or not).
"Seeing it in the store" was identified as having
the greatest impact on the ultimate purchase decision
in four product categories: food, personal/home care,
home products (furniture, appliances, decor) and
consumer electronics. "Word of mouth" was cited
as tops in most other categories, including
telecommunications and movie tickets.
"Seeing it in the store" also was a "preferred
method"
of obtaining additional information in the consumer
electronics, home products, personal/home care and
telecommunications categories.
And, it even played a "significant" role in driving
initial awareness for consumer electronics, home
products and personal/home care.
Thus, before the study's authors get on with their
primary objective (extolling the merits of online
advertising), they make this conclusion: "No matter
how large the marketing budget, there is no
replacement for a positive review from a human
being ("word of mouth") or the tactile pleasure of
seeing the product displayed in a store in terms
of pushing product."
We at the Institute know that. The marketers
who launched Vanilla Coke, Claritin and
Prilosec -- tops among Information Resources,
Inc.'s "New Product Pacesetters" (see below) --
know that as well. That's why securing a strong
presentation in stores was as important to those
brands' launch plans as any media schedule.
One final thought: It's interesting (although
not at all uncommon in marketing research)
that the study doesn't classify the store as a
medium. Rather, the act of seeing the product
in a store is treated as something -- like
listening to friends and family -- more integral
to the purchase process than any advertising
medium ever could be.
Of course, proving that assertion is the
Institute's primary objective.
As always, we encourage your feedback and
welcome your support.
Sincerely,
Peter Breen
Managing Director, Content
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Forget that image of unemployed male teens hanging
outside the Quikee Mart instead of looking for work.
Between 2000 and 2002, the typical c-store shopper
got older, better educated and a little more feminine.