Exposing your target audience to your ads and url

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The iProspect study noted that all ranges of age, income and online tenure reported that conducting search engine queries has become more important to their use of the Internet over the last year. Since users report that the activity of searching is growing more important to them, then businesses need to make sure that their website is found by searchers. Exposing your target audience to your ads and url in multiple mediums will enhance their ability to find your website.

 

Not surprisingly, television drove the highest percentage (37%) of online users to perform searches, according to the iProspect study. Even in today’s more fragmented media environment, the power of TV remains strong and the influence of TV on online purchase behavior is growing. We have found that anywhere from between 30% to over 90%+ of customers make their purchase via the web, when they are offered both an 800 number and a website in a direct response television ad. Why is this happening? Many consumers feel more comfortable making a purchase via the web than through an in-bound telemarketing service. Also, over 50% of people are simultaneously surfing the web while watching TV, so it’s easy for them to log onto your site when they see your TV ad.

 

The bottom line is that if you’re not using a combination of TV, print and radio and online ads to reach customers, you’re missing a huge share of potential revenue. Infomercial companies that rely solely on one advertising medium are missing the mark. It takes a combination offline and online advertising to make a true impact on today’s consumers. So leverage your marketing dollars by using the synergy of DRTV and online ads to maximize the impact of your campaign. When you do, you will see your company’s bottom line results improve

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