Raising purchase intent
internet can inspire consumers to buy
Measuring the degree to which a campaign influences a consumer’s propensity to buy a product is critical to evaluating success, but what’s the best way of doing this?
Advertisers often judge success by sales. So, measuring purchase intent (the degree to which a user’s propensity to buy has been influenced) is critical to this success.
“Many advertisers, such as FMCG and car brands, advertise online but make their sales offline,” says Charlie Dobres, founder of digital agency I-level. “So, measuring purchase intent is the only way to reveal the true effect of their online marketing.”
Purchase intent is a standard tool used across media to compare the effectiveness of ads. The versatility and interactivity of online ads make them effective at raising this intent. The purchase intent is determined through surveys, which compare differences in the intentions of a control group to those who were exposed to the ads.
