Generating Website Traffic
By Johanna S. Ilfeld, Russell S. Winer
"It would be a costly mistake for Internet companies to rely solely on online advertising ...to build awareness and generate traffic."
Source: Journal of Advertising Research, September/October 2002, 42(5), pgs. 49-61.
Sample Population: A unique data set from September 1999 was combined from several Internet monitoring sources including a brand equity study (random sample of 6,700 respondents) and consumer Internet user data supplied by Jupiter Media Metrix (now called comScore, with over 2 million participants).
Study Method: Predictive modeling
Offline and online advertising
- Consumer awareness
- Brand equity (consumer preferences, likings)
- Site visits
Top Line Results:
Word-of-mouth and “offline” advertising (magazines, newspapers, billboards, radio, and TV) proved the most significant factors in building consumer awareness and generating website visits to Internet companies.
- Online advertising dollars spent by Internet companies, to quickly build a brand image and impressions, do not translate into site traffic and sales. Instead, advertising dollars are better spent on offline marketing efforts -- magazines, newspapers, billboards, radio, TV, and public relations campaigns -- which were shown to grow site awareness and increase site traffic.
Take Away: The study’s findings highlight the importance of allocating “offline” advertising dollars to build awareness and generate traffic. It would be a costly mistake for Internet companies to rely solely on online advertising for this effect.
Complexity rating of the original source: 2
(Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
This journal article available on a pay-per-view basis from Cambridge University Press (registration required).