Ad Age Says E-mail Is 'Killer App'
More evidence that e-mail content is the most effective way to reach consumers: Advertising Age reports in its recent Jan. 7 edition that the e-newsletter is emerging as the top choice of Internet users seeking information about consumer package goods.
A survey by Prospectiv, a company that provides online customer leads for marketers including Procter & Gamble and General Mills, finds that more than two-thirds of consumers who use the Internet have sought online information about package-goods products.
Of all the ways to reach consumers, Advertising Age notes that the “the humble e-newsletter appears to be the digital medium of choice for consumers seeking information on package goods.”
The Prospectiv survey of more than 4,000 consumers on the company’s data base found that e-newsletters were the No. 1 way consumers (27 percent) who used the Internet to research package-goods products got their information.
Remarkably, search as a method for consumer research came in a close second, with 25 percent responding they use Web sites like google.com to find product information.
Prospectiv CEO Jere Doyle told Advertising Age that the survey indicates significant potential for package-goods marketers to use e-newsletters, either their own or those published by others.
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