Digital marketing offers "attractive" rates and responses

16:07 20th November 2008

Retailers are offered more "attractive advertising rates" with online compared to offline marketing, it has been claimed.

The comments were in response to new data from comScore, which claimed that digital and search engine marketing has an impact on offline sales.

Figures from the research company showed that the incremental lift in online sales was 27 per cent after exposure to digital marketing.

Offline retail sales were also lifted, receiving a 17 per cent boost from the online advertising, the study showed.

There was also a dramatic increase in website visits during the first week of advertising exposure, rising by 65 per cent.

Evan Neufeld, comScore vice president of advertising solutions, said: "Online advertising offers a very compelling value proposition because it gives marketers a bigger bang for their buck.

"Not only does online marketing have the benefits of more attractive advertising rates and a faster growing retail channel, but it’s clear from the results of our studies that Internet marketing also generates incremental sales in retail stores."