Digital Media’s Relationship to Stages of Buying

SOFTWARE - MARKETING APPLICATIONS Words: Carel Alberts TRENDS At which of the three stages of the buying decision – first hearing of a product or service, further learning about it and buying it – do digital media have an influence? To find out, online marketing research house DoubleClick conducted a survey among a representative spectrum of Internet using US adults (18 years and older), running them through their purchases over the previous year in 15 vertical categories, asking them about the influence of different media at different stages.