Internet users may grumble about online ads, but aggregated data in the eMarketer eStat Database suggests that where travel is concerned, there is no denying their effectiveness. When asked which media create the largest impact on U.S. consumers looking to learn more about a product, respondents returned results indicating that the one-two punch of Web sites and online marketing was by far the strongest in the travel category. It is not surprising, then, that the percentage of advertising spending travel firms are putting toward the Internet has increased by more than 50% since 2000. And as just the fourth-largest consumer category in terms of overall online spending, behind retail, automotive and music, travel only has room to grow.
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