Study participants say they find TV, radio and print advertising successful in driving traffic. Shortening the Marketing Learning Curve Internet retailers have the unique ability to track traffic on their Web site. This enables retailers to understand the value of their online marketing efforts and receive immediate feedback on their sites. Sites that monitor traffic patterns will be able to shorten the marketing learning curve, and thus target marketing spending to the most efficient mechanisms. In fact, contextual marketing is cited as one of the most important advantages that online retailers have over their offline counterparts.
Research suggests that consumers develop an impulse to buy CDs when listening to the radio.
Contextual selling exploits the connectivity of the Web, or the underlying linkages among sites. Retailers are building extensive links and affiliate programs, as well as leveraging consumer advocates, to drive traffic at a low cost. According to online retailers, the best way to convert browsers to buyers is to make the self-directed purchase process comprehensive and convenient. Convenient sites make it easy for people to move swiftly through the shopping process and encourage them to return. Complete selection, shopping tools and content provide comprehensiveness.