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Study reveals greater recall for multiplatform marketing campaigns

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By The Drum Team, Editorial

July 6, 2011 | 2 min read

Display and email advertising improves advertising recall by 13%, a study has discovered, in contract to display advertising alone.

The study, undertaken by email services provider eCircle in partnership with Nielsen, used the SEAT Ibiza ST campaign (pictured) and targeted 1,000 consumers through digital displays, email marketing or a combination of the both.

It was found that 13% more recalled the campaign when using both display and email advertising, rather than just a display advert on its own. A 47% buying intention increase was also found when email was added to the display campaign.

Volker Viewer, CEO, eCircle commented: “This research shows that many consumers prefer a multi-channel approach, with the combination of email and display advertising working together to significantly increase their disposition to buy. Email can be more targeted and personalised to the individual receiving it, so I’m not surprised that the results show email is highly effective at driving awareness and generating sales.

There tends to be an assumption that the more exposure the better, but the research contradicts this by suggesting that in fact email on its own can be a bigger driver of intention to buy. Brands need to consider their options for online marketing carefully – combining different elements of digital marketing well can have a significant impact, in this case display advertising and email quadrupled traffic to the SEAT website.”

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