An interesting study by Doubleclick revealed a few important insights into the major factors in what the key influencers in the decision-making process for consumers are.
In the vaction and travel industries, and all the related services like hotels and auto rentals, the Internet was by far the key factor in making a decision. Like we talked about recently in this area, you want to be careful that you're not only a place to get information only, but a place where the purchase is made. You do that through using the 
best performing keywords that draw the right customers.
In the movie industry, TV still plays a strong role in making known what's coming; although I find it hard to believe it's any more used than the Internet at this time. But I live on the Internet, so I may be wrong there. But the Internet still plays an important role as well.
With service related needs, in areas like telecommunications and investments, word of mouth was the most important. Of course that can be applied through any medium that is available. It was by far the most important in the first stages of the purchasing process in this space.
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