Internet is The Most Influential Medium
Digital Influence Index study from PR firm Fleishman-Hillard and research firm Harris Interactive covering the impact of the internet on consumer behavior (UK, France and Germany), suggests that the internet is twice as influential as television and eight times as influential as print media.
The internet is the most important medium in the lives of Europeans, they use it to seek information and product reviews that are to some extent a base for their decisions. In the UK, for example, 66% declared that the internet helps them to make better decisions, only 28% said that they trust the information companies provide on the web. They visit the corporate sites when they are ready to buy or interact with company. Internet behavior is driven by trust to other people that makes this medium so different and more powerful than traditional media. The latter one suffer from the scarcity of trust and authority. This takes us back to people trust people model as the most powerful communication tool.
Internet is definitely the most underinvested media group. Marketers underestimate its power and aren't keen to try the new ways to communication. We stick to what we know. The key fact is the you can influence your audience by creating smart connections with your consumers and by adding value to their life.
The fact of Internet being eight times as influential as print requires at least giving a thought to your budget split and taking a step forward by exploring how Internet can be used within your business. And I am not talking about banner advertising.
You can download the whole report here.
Found at Matt Dickman blog
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