This paper studies the role of online advertisingâs most popular tool â the banner advertisement â in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners can be seen as aiding the brand building process. Similarly the paper examines whether banners positively impact the two components of brand relationships viz. brand relevance and differentiation; banners then can be seen as aiding in strengthening brand relationships. Finally, the paper looks at whether the virtue of âinteractivityâ helps in communicating brand values and strengthening brand relationships so as to aid in brand building.
This paper demonstrates through a case one way to integrate traditional inferential research based on random sampling with the more recent online research based on (self-selected) panels, thereby making use of the strengths of both approaches. The focus of the case is segmentation research, but the principles should be applicable to other areas as well.
Since 1996 the global interactive media industry has been striving to demonstrate accountability. Similarly in 1930 print media advertisers began to insist on independent measurement of circulation. They were also working on early versions of research into readership. The same was true later for radio, TV, exhibitions and ambient media. The fundamental difference for interactive media was the opportunity to start the process globally. This was never and is still not the case for any other medium. Different measurement providers around the world (and competing companies in the same country) still use different definitions for a âpaid copyâ of a newspaper, for example. This paper discusses the two ways that website traffic can be measured as well as various methodologies that are used to analyse server based traffic data. Case studies are provided.
The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains. The purpose of the analysis was to determine how excessive frequency of exposure to banner ads impacts click-through response among popular, consumer targeted websites. This paper briefly outlines the impact that TV advertising and promotional clutter is having on the American television marketplace as a prelude to what might happen in the Internet arena. It then highlights banner wearout findings and provides strategic recommendations to help marketers improve both banner click-rates and the potential effectiveness of their online advertising campaigns.
The majority of web businesses do not provide good customer experience: they are unusable and/or do not meet the customers' expectations and preferences. One reason for this state is that good websites rely on both good marketing and software development and usability. Unfortunately, these two disciplines are largely ignorant of each other, with different traditions as well as goals and metrics for success. Marketers rely on the metric they are most familiar with - volume. On the web, this means the number of visitors on the site and how long they stayed. However, both disciplines are critical components for building a web business that makes customers happy and drives loyalty. More sophisticated metrics and research methods are needed to better understand how customers experience the site, incorporating both usability issues and marketing issues. This paper describes the state of customer experience on the web, discusses various methods for understanding customer experience on a website, and argues for a new multi-method approach that incorporates the critical elements of several different methods.