Digital Marketing Adds Impact to Every Stage of the Purchase Path

The impact of digital campaigns is increased when brand awareness is taken into account, the campaign is targeted correctly and the number of repetitions is planned to match the targets. Sanoma’s study on impactful digital marketing is among the largest in the Nordic countries. 

Sanoma Media Finland studied how strong of an impact digital marketing has on the relationship between the consumer and the brand, or the awareness, consideration, preference and purchase intent. More than 300 marketing campaigns in the Sanoma network have been studied in cooperation with the Swedish research agency Brand Metrics. Now conducted for the third time, the study charted as new questions the optimal repetition of the campaign along the purchase path and the effect of video spot lengths.

One of the key findings of the study was that brand marketing adds impact to every stage of the purchase path. The optimal repetition level of a campaign depends on the goal, target group, budget and results produced by the campaign. Targeted campaigns are 10% more successful than untargeted.

“We provide Finnish marketers with researched data on the impact of digital marketing. By making use of the findings and conclusions of the study, marketers can plan their campaigns to be even more effective than before. Sanoma offers digital solutions for every stage of the purchase path, from building and evoking images to repatriating revenue,” 

says Tero Tiainen, Head of Digital at Sanoma Media Finland.

Sanoma will also continue the study this year.

The research included brand and tactical campaigns from well-known brands and new marketers. Each campaign measurement was based on 250−600 replies. 

Get the main results and conclusions of the study by filling the form

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