An increasingly large number of consumers are turning to the web to shop and find the best value for their money.

With American consumers increasingly turning to the web to find the best deals and value for their money, an integrated new media marketing plan can help appeal to these shoppers. A survey conducted by AYTM Market Research found that the majority of people turn to the web at some point during the purchase process.

Many are looking for discounts when they head online, but a similar amount are simply looking for information. Businesses that offer informative content to their prospects can influence purchase decisions. Aside from the content itself, a well-developed SEO campaign enables businesses to reach 55 percent of consumers who use search multiple times per day.

As the survey found, most shoppers are concerned with prices more than anything else. Still, businesses should focus on providing a strong user experience. With the amount of options provided by the web, using marketing campaigns to inform is essential to achieving the end goal of generating leads and conversions. Valuable content can also differentiate businesses from their competitors.

One of the biggest problems businesses experience on the web is the inability to compel conversions, even after drawing a prospects to their sites. Brafton recently reported that engaging articles are key to dropping bounce rates and driving click-throughs.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.