Some things just belong together and research is showing that marketing and shopping are such a pair. eBay Advertising recently released a survey of shoppers indicating that online marketing is most effective when customers are actually shopping. 13 percent of shoppers said they are responsive to advertising on social networking sites compared with 61 percent who said they are responsive when visiting e-commerce websites.
Similarly, Miller Zell is releasing research later this week that demonstrates the effectiveness of in-store marketing versus in-home marketing. The research suggests that in-store marketing, which reaches customers at the point of decision, is significantly more impactful. Considering the retail economy this information could shift the way marketers target consumers and increase effective allocation of marketing dollars.
