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  • Online advertising best for brand awareness

    Online advertising is the most effective means of building brand awareness for retailers, according to a new report.

    Research conducted on behalf of the Internet Advertising Bureau revealed web-based promotions are the best way for the retail sector to build brand awareness and secure long-term relationships with customers.

    Despite this, the IAB study expressed surprise at how little the retail sector spends online.

    It noted that total consumer spending though the internet during the last six months of 2007 was £47 billion, yet the sector accounted for just five per cent of all online promotional spending.

    What interested me about this report is that key wording – long-term relationships. Long term.

    As the economy wobbles towards a period of negative growth, shoppers might not be spending as freely as they have been.

    However, the ongoing work of building brand relationships needs to continue. Retailers have to ensure their target consumers feel engaged with their product when the pennies start rolling more freely again.

    While recession bites, though, businesses may not want to spend the same amount on marketing, even to secure their consumers’ long-term loyalty.

    This makes it more sensible than ever to spend promotional budgets online; doing so is cheaper, more effective and makes it easier to measure the ROI.


    2 Responses to “Online advertising best for brand awareness”

    1. Amaan Goyal says:

      Hi Stuart, i certainly agree that Online branding is a long term effort and a brand reaps benefits of it over a period of time and not overnight. if you are looking to gain overnight brand benefits, you are on the wrong side of the story. As regards to other media, online media is still more affordable.

    2. Blog Help says:

      It’s very true that online branding can take a little bit of time. People who go into this and just expect to be overnight sensations are in for a rude awakening. But if people do it right and are truly trying to build a valuable brand for themselves it is very doable. But thanks for the post.


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