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DoubleClick Third Annual 'Touchpoints' Study Shows Continued
Influence of Online Media in Purchase Process
-- Relative to Television and Print Advertising, Internet Holds its Own --
NEW YORK, July 11 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ:DCLK),
the leading provider of marketing tools for advertising agencies, marketers and
web publishers, today announced the results of its third annual Touchpoints
Survey. The findings show the importance consumers attribute to many Internet
channels (websites, email, search) with regard to their impact on awareness,
information gathering and purchase decision, even compared to traditional media
such as TV and print ads. This year's study demonstrates consumers' continued
influence of, and reliance upon, online media in each stage of the purchasing
process, from initial awareness through product selection and purchase
decision.
As part of the survey, DoubleClick asked consumers about their purchases (both
online and offline) within the last six months in the following ten categories:
Automotive, Consumer Electronics, Credit Cards and Banking, Home Improvement
Products, Investments and Mortgages, Movies, Personal/Home Care, Prescription
Drugs, Telecom Services and Travel. The survey examined the sequence of how
consumers first learn about products in these categories, how they further
learn about them and which factor most influenced their purchase decision.
Significantly, even relative to TV and print advertising, the Internet shows
great strength in influencing purchases. When asked which touchpoints most
influenced their purchase decision, respondents cited websites as more
important than TV advertisements in seven out of 10 product/service categories.
Web marketing programs collectively (web ads plus opt-in email programs) also
outranked TV ads in three categories (Travel, Banking and Credit Cards, and
Investments and Mortgages).
Other Key Findings
*Official Company Websites Are the Top Stop for 'Further Learning'
In eight out of the 10 categories, respondents cited the official website
of the manufacturer or service provider as one of their top four choices
as a resource for learning more about a product in which they were
interested.
*As a Cumulative Media Channel, the Internet's Impact on Purchase
Decisions Is Obvious
Taken individually, Internet channels such as websites, online
advertising, search engines and email can have a strong effect on
consumers' purchase decisions, but collectively the power of all those
marketing channels is even stronger. This is most apparent in the Travel
category, where 67% of respondents cited one of those Internet vehicles
as what brought the fare or promotion to their attention in the first
place.
*'Word of Mouth' Is the Most Consistent Factor in Purchase Influence
When looking at the top-four influences that respondents cited for both
their initial awareness of the products they eventually bought and their
ultimate purchase decision, only one factor shows up for nine out of 10
categories: "word of mouth." The challenge for marketers, then, is to
reach those hyper-influencers who influence the rest of us.
"The latest Touchpoints survey reminds us that the Internet has maintained its
seat at the table in the purchase process, relative to traditional marketing
methods such as TV and print," said Doug Knopper, Senior Vice President and
General Manager of Online Advertising at DoubleClick. "Even when 'word of
mouth' reigns supreme over the purchase decision, marketers should still try to
'influence the influencers' and leverage the wide range of interactive
marketing tools at their disposal."
Methodology
This third version of the study was fielded in December of 2004. ROI Research
helped DoubleClick manage this research project. Survey respondents were
solicited from Greenfield Online's opt-in panel of research participants,
weighted to reflect norms of the U.S. population. A total of 2,110 U.S. adult
(18+) Internet users completed the survey.
For a copy of the study, please contact your DoubleClick sales representative
or email
About DoubleClick Inc.
DoubleClick is the leading provider of solutions for advertising agencies,
marketers and web publishers to plan, execute and analyze their marketing
programs. DoubleClick's marketing solutions - - online advertising, search
engine marketing, affiliate marketing and email marketing, - - help clients
yield the highest return on their marketing dollar. In addition, the company's
marketing analytics tools help clients measure performance within and across
channels. DoubleClick Inc. has global headquarters in New York City and
maintains 22 offices around the world.
DATASOURCE: DoubleClick Inc.
CONTACT: Jenny Connorton of DoubleClick, +1-212-381-5183, or
Web site: http://www.doubleclick.com/