Internet persuasion: Web marketing gains strength
February 11, 2004 |
In early December, Avenue A introduced its newest product with little fanfare. It appeared to be just one more tool to measure and weigh the online consumer.
In early December, Avenue A introduced its newest product — a method to gauge the impact of online advertising — with little fanfare. It appeared to be just one more tool to measure and weigh the online consumer.
But industry observers say the online ad agency’s new tool has pushed the envelope a bit further.
The company, a subsidiary of Seattle-based aQuantive, an online marketing and technology company, has developed a way to track the impact online advertisements have on “offline” purchases — without ever personally identifying the consumer. It means a retailer can track whether a customer saw an ad online and later purchased a product in a physical store.
“My impression is: It’s a pretty important breakthrough,” said respected marketing expert Rex Briggs, principal of Marketing Evolution. “A lot of retailers understand (that) the Internet conceptually has an impact on in-store sales. Most have stopped there.”
Get the full story at The Seattle Times
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