Internet has the greatest influence on consumers' buying habits

Small business owners looking to win over of consumers may want to focus on internet marketing strategies. According to a new study conducted by Fleishman-Hillard International Communications and Harris Interactive, the web is the most important source of information for discerning shoppers.

The power of the web was observed worldwide, with four of the seven countries polled reporting that the internet influenced customers’ purchase decisions the most. In the United States, the platform even ranked on par with peer advice.

“Our survey provides overwhelming evidence that the internet is at the center of the decision-making process of consumers,” Dave Senay, president and CEO of Fleishman-Hillard.

Consumers were less likely to be influenced by non-digital channels, such as print and newspaper ads. Fleishman-Hillard notes, though, that the marketing budgets often don’t reflect that, with many businesses investing heavily in local print ads.

Fleishman-Hillard’s report shows the importance of maintaining a strong online presence. Many small businesses do this by creating ecommerce websites, interacting with fans through social networks and sending them offers via email.

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