Brand mentions in online articles are more likely to get the desired results from their target consumers than online ads, new research has just revealed.
The study, conducted by ARAnet and the Opinion Research Corporation, asked consumers which online marketing methods were most likely to prompt them into taking some form of positive action.
And PR came out on top, with half of those surveyed reporting that they were likely to respond to articles that gave product mentions. The figure was even higher for consumers in the 18 to 24 age bracket at an impressive 67 per cent.
The survey also found that consumers responded well to email offers and sponsored search engine listings..
It also showed that consumers generally gave banner ads and pop-up ads the cold shoulder, with a respective 25 and 13 per cent reporting any likelihood of responding. The very principle of online PR is that consumers give brand information that appears in articles more credibility.
By contrast consumers are becoming increasingly blind to banner ads and more and more are using browser features to block out pop up ads.
What is more, online consumers tend to research the internet to make informed decisions about their online purchases and use product reviews and articles as a basis for their purchasing decisions.
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