Monthly Archives: June 2009

Latest thinking on “Last Clicks”

Atlas just released a great follow-up to their land mark study from 2007 on what they termed the “Last Click” phenomenom. This latest study is titled “Behind the Numbers: Making Last-Click Assumptions”. 

In its research, Atlas has found that in the final two days prior to a purchase a consumer is usually exposed to 5.5 ads. But, those final 48 hours before a buy only account for less than one-third of total media impressions, Atlas determined. If advertisers back up the purchase funnel a bit, they’ll see consumers were exposed to 8.5 ads in the week before a purchase, 11 ads in the two weeks before a purchase and 14 ads in the month prior to a purchase.

This study, in my opinion, reinforces greatly the topics covered in the majority of my past posts – most notably my series on “understanding the buy cycle” where I’ve spoken about client conversions being the outcome of multiple influences over time (you can see part I of that series here: https://nurtureengine.wordpress.com/2009/04/29/understanding-the-buying-process-online/)

Here’s the OMMA write-up on the Atlas Study: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107034#

Here’s an old Clickz article that talks about the original “last click” study by Atlas back in 2007: http://www.clickz.com/3626112

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Sustained Advertising in a Weak Economy Leads to Positive Brand Perception

I was sent a research study from “Ad-ology” that suggested more than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Likewise, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business.

The study (link to it below) finds advertising appears to play a key role in consumers’ view of how a business is doing, and by not advertising, businesses may be sending a warning signal to current and potential customers.

While the study is slanted towards B2C markets…does the same theory hold true in the B2B space? Do professionals researching  b2b products, solutions, services or software etc. “worry” when they no longer see their comfort or preferred vendors advertising or participating in the marketplace at the same or increased level?

Link to the study:
http://www.marketinginsightstoday.com/archives/1223

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