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.
Internet advertising effectiveness
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Author: Laurent FlorÃ¨s
Company: Ipsos MRBI
November 1, 2000
Medical communications, consumers, and the Internet
Catalogue: ESOMAR Global Healthcare Conference 2003
Authors: Risa Asami, Tina Hjelleset, Howard R. Moskowitz, Laurent FlorÃ¨s
Company: Moskowitz Jacobs Inc.
February 23, 2003
Computing unique user counts from server log files
Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Authors: Richard P. Bennett, Steve A. Guenther, Scott J. Hanson, Martha Stone
June 12, 2002
- This could also be of interest