Abstract:

The overall objective of the paper is to share the results of over five years long analysis of leading consumer websites that demonstrates how many leading brands have underutilized the marketing capacity of their websites. Through actual metrics the paper shows that the majority of traffic to branded websites consists mostly of high value customers. The paper also provides discussions on how websites have proven effective in building brand, increasing purchase intent, and streamlining marketing initiatives.The paper provides solid findings to support the notion that brand websites are indeed transitioning from a mere spoke in the marketing wheel to the hub itself. With the brand website at the center of marketing strategy, firms can track effectiveness, centralize branding, experience operational efficiencies and efficiently develop ongoing conversations with their most profitable customer segments.