It seems that of late, so much more support is bubbling to the surface to support the assertion that the Web is a critical conduit or catalyst in the process of driving sales. Period. The recent XMOS Study on behalf of AstraZeneca’s Nexium further underscores the persuasive role that the Web plays in the process of getting “more people to buy more stuff” (which Sergio Zyman argues is the essence of what marketing is all about). In fact, the Web emerged from this study as the premier medium in terms of convincing respondents to ask their Doctor about the famous purple pill. The lift associated with this derivation of “intent to purchase” increased by as much as 5%. And finally, the Web was found to be the most cost-efficient medium of the existing alternatives in the mix. Now if that doesn’t alleviate marketing heartburn, I don’t know what will!

Most marketers are firmly moving beyond the point of needing to be convinced that the Web is a leading contributor in their efforts to sell more stuff. The “why” is rapidly being replaced with a “how” or “how much” imperative – the latter being addressed through XMOS and the former through this very industry initiative.

Another “to-do” on the convincing list is to help marketers better understand the difference of a Website versus online advertising as a means to drive offline sales. Now there’s a research initiative begging to be adopted. Any takers?

Read more on how the Internet is a pivotal cog in the complex inner workings of the multi-channel conversion process but needs to be measured by its role in conjunction with other pieces:
http://www.imediaconnection.com/content/features/012703.asp