Google urges IFAs to embrace internet.

Financial Adviser, March, 2006

IGNORANCE of the impact of online media advertising is holding back providers and IFAs, a report has claimed.

Research published by Google, the online search engine, and undertaken by PricewaterhouseCoopers, the accountancy firm, has revealed what it described as a large gap between the choice of advertising media by chief marketing officers and the known media consumption of the consumer.

It found the internet is now the primary way consumers become aware of products including loans, mortgages and insurance products.

Data from MediaScreen, the digital advertising provider, shows that 85 per cent of consumers use a search engine when researching a new financial service product or service, with 55 per cent going on to apply online.

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