• by David Goetzl , May 4, 2009

Razorfish’s Terri Walter delivered a keynote about digital moms, which was related to the recently well-publicized “Digital Mom” study from Razorfish and CafeMom. She referenced findings showing how email marketing impacts purchase-making decisions â€" known as "the purchase funnel" -- among the moms surveyed.

“The gap is closing between TV and digital channels in creating initial awareness of a product,” Walter said, citing the report.

The report found Web sites, search engines and “friends/family, along with social influence channels and magazines are more widely used and trusted for researching/learning than any other sources.”

Some 94% of digital moms use email.

Unsurprisingly, the trade group for the local TV station business (TVB) recently released a study re-emphasizing TV’s leading impact on the purchase funnel. And it showed email marketing trailing badly.

TVB defines the purchase funnel as awareness, then consideration, then preference, followed by purchase.

Results showed 43% of respondents said TV most increased awareness of an advertised product. Email was at 4%, tied with radio and magazines. The Internet (14%) and newspapers at 8% were also higher than email.