“A lot of the distrust regarding the Internet stemmed from the fact that although marketers can track click-through rates and page views, they still have trouble relating those metrics to actual sales,” said Patrick Yanahan, president of USA Strategies, in a statement. “That should be a wake-up call to advertisers and marketers everywhere. For new media to be successful there has to be measurable results."

Furthermore, although most marketers surveyed view company Web sites as a positive vehicle for branding, 86 percent said they did not believe targeted search results advertising was the most effective means of advertising. The survey revealed new product introductions, print ads and editorial coverage were viewed as the most important advertising options, followed by trade shows as a means of showcasing new products. The use of online advertisements ranked fourth in level of importance. When it comes to building customer trust, print ads and editorial led in importance while search engine advertising was the least favourable, according to the survey. http://www.fipp.com/Default.aspx?PageIndex=2002&ItemId=13539; 25 January 2007