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BizReport : Research archives : October 13, 2009

British ad campaigns attract most traffic

The AT Internet Institute, formerly XitiMonitor, has just published a report that shows British online marketing campaigns had the biggest impact out of four European countries analyzed.

by Helen Leggatt

The report found that, on average, 53% of visits to British websites resulted from online marketing campaigns. Britain came out tops among the four countries analyzed with Spain in second place (45.3%) followed by Germany (40.3%) and France (28.9%).

Sponsored links generated the largest number of visits in Spain (36.3%) and Britain (28.2%) whereas direct access was the main source of traffic in Germany (31.8%) and search engines in France (31.7%).

The AT Internet Institute's findings suggest a cultural difference in the way consumers discover information online, or perhaps a difference in the type of marketing campaigns being run in each country.

Either way, the take-out is that marketers need to understand potential differences in the behavior of consumers who come from different cultures and countries and factor this into the creative and strategic execution.

Tags: Britain, culture, Europe, online advertising, online behavior, online marketing campaign

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