United States 25 largest advertising on the main line marketing often be in mistakes

Market consultancy Sterling Market Intelligence Principal Greg Sterling commentator recently published remarks. Online marketing that the major goal should be to guide the consumer to the line for the shops to buy entities. The comment from the perspective of the nation's largest 25 advertisers, you can find what they are doing online ads are often defective.

"In the national advertising and local ads What is the difference between them. On a piece of paper to draw two columns, you can easily list their different. However, the online world, their differences in the disappearance of." Greg Sterlin That our initial assumption that the Internet will affect the way the brand, which is the traditional retail e-commerce replaced, but this did not happen. However, despite the e-commerce could not replace the cement bricks, but it can not cover up a more important trend: the Internet shop on sale.

In the mid-1990s, there were a lot of propaganda and speculation, and that is the traditional e-commerce would Shops took to the dead end, at the same time some smaller retailers to provide national and international marketing platform. Ten years have passed, the reality is entirely a different look.

Amazon, the world's largest retail Web site (Amazon), founder and CEO Jeff Bezos in early 2005, optimistic projections: the purchase of online retail will account for the final of the 15% to 10%. But so far away from our goal still Well, in fact, can eventually achieve this goal is one unknown. The Commerce Department said U.S. retail e-commerce in the entire share of 4% and the proportion has been maintained in several of the quarter. Despite the downturn in the economy, the pace of e-commerce to more than traditional retail stores, but the next line of consumer buying behavior, as always, remains important.

Jupiter and Forrester (now merged into the company) research institutes predict the Internet over the next 5 years will be roughly 1 trillion impact on the consumer line. Whether or 1,000,000,000,000 U.S. dollars, or is 800,000,000,000 U.S. dollars. The forecast on consumer behavior is accurate. This online and offline connection is a profound trend of marketing and big brands are far ignored the land of this trend, let alone from this trend in the mining interests.

The evolution of the Internet has become a consumer line to buy the main search tool. A research organization in May found: those from the most recent entity in the shop to buy a consumer electronics product on behalf of the people, 80% of the people from those who visited the site in the shop to buy a product. Data also showed that 89% from the shops to buy goods in the first consumer survey conducted online. There are more data can be shown that this trend: consumers research online, buy online.

Experience has shown that the Internet consumer in the stage of being considered the most use. Traditional media such as television, print magazines or newspapers often stimulate research online, which in turn lead to local retailers in line to buy.

Most of the brands and marketing in traditional media advertising and Internet integration (not just in advertising to add URL address) is slow. The online advertising and they usually can not lead people to a specific point-of-sale advertising in the purchase of products or services.

All of the top 25 U.S. advertisers, Procter & Gamble by Warren. Buffett created Berkshire Hathaway investment group, both at the local shops selling products or services. In this sense, they should be treated as local advertisers, but most of the brands are doing on-line advertising, the only national broadcast television advertisements in the essence.

In the consumer would like to decide on their own what to buy, they usually want to know where to buy. On-line advertising, brand advertising and Direct advertising can be linked in order to give consumers "where to buy information." Directed local search and display advertising is a key to the success of the campaign.

From the marketing agent and the company's point of view, from line to line the track is not perfect. However, a good place in the continuous development of directional tool. Large national brands and marketing, if not on-line advertising embedded in the local information, they will be missed very important, consumer research and online shoppers search arising from the purchase of an important opportunity.