Two recent studies have provided hard evidence that online marketing is taking an increasing share of attention in the decision making process of consumers. The first study was conducted by Compete.com and is entitled Online Shopper Intelligence. The second study is from ARAnet and is called Buying Decisions Survey.

What both studies conclude is that search engines are becoming dominant tools for shoppers, leading them to product reviews, demonstration videos, price comparisons and product catalogs. Now 60% of shoppers use a search engine when researching a purchase online, well above the number who use other websites like product comparison sites or coupon sites according to Compete.

This should not come as so much of a surprise if you think about your own behavior. These days, people are going to the internet for anything from movie reviews to getting information on personal medical symptoms. The easiest and fastest way to get an answer to a question is to ‘Google it’, and the trend is accelerating even more due to the increasing use of smart phones. So, when people are getting ready to make a purchase of any significance, they tend to do some basic research online.

What is surprising is how consumers rely on different sources of information depending on the industry and product they are purchasing. For the apparel industry, the number one information source used before purchasing was retailer email, followed closely by retail websites.

This contrasts to the electronics industry where retail websites are the first source of information, followed by search engines.

So, for things like computers or MP3 players shoppers are more likely to go to the big retailer websites or probably even the brand’s website for information. But if you are shopping for a Patagonia jacket for your upcoming camping trip, you will look closely at your local outfitter’s email newsletters for great offers. For both industries, and it probably applies broadly to many types of products that are of significant value, people use search engines to research before buying a product.

What does all this mean for the local retailer, dealer or reseller? Well, it means that if you are not already looking to market online, you should investigate how to get started. Look for ways to educate yourself about online marketing, and plan to get started with the basics. A website is a must. After which, you can start nurturing your customer base through email marketing. Then move on to search engine marketing (SEM) and other techniques.

It also makes a lot of sense to consider what works best for your particular industry. As the research points out, the most popular marketing channels differ according to what you’re selling. Check your competition, learn from trade publications and read industry news and, well, blogs like this one!

Finally, if you are working with brands and vendors that provide tools and support for online marketing, by all means take full advantage of those tools. Many brands have programs that will reimburse online marketing through co-op or MDF programs. This is a great way to strengthen your relationship with your brand partners and drive more in-store sales.

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