Further evidence as to why your company website is an important tool in connecting with potential customers. Andy Lark points to Doubleclick's third annual Touchpoints Survey (pdf). The survey reveals that the web is the most consistent factor in purchase influence across ten product categories, including travel, banking and home products.
An increasingly informed, empowered consumer demands more detailed and balanced information, more readily. This shift in consumer information consumption is causing the impact of tried-and-true marketing tactics, such as broadcast media and print advertising, to diminish. While broadcast media continues to lead in creating awareness (with notable exceptions in travel and personal finance), online marketing and websites are having a dramatic impact on the further learning and purchase decision phases of the purchase process.