The internet represents a vital resource for companies looking to increase consumer awareness of their brands, it has been claimed.
According to the Internet Advertising Bureau (IAB), online advertising can build brand awareness in a highly cost effective way.
As a case study, the organisation tracked the effectiveness of Starbucks' recent online advertising for its new product Starbucks VIA.
The research showed that Starbucks' marketing activity created a strong uplift in brand awareness.
In addition, purchase intent also saw an uplift of 40 per cent within the product's key target demographic of 35-54-year-old women.
The IAB explained that Starbucks was able to reduce marketing costs by as much as 80 per cent by focusing on web-based promotions rather than print advertising.
Tim Elkington, director of research and strategy at the IAB, said the organisation would be conducting further research to investigate the potential of online promotions to add value to businesses.
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According to the Internet Advertising Bureau (IAB), online advertising can build brand awareness in a highly cost effective way.
As a case study, the organisation tracked the effectiveness of Starbucks' recent online advertising for its new product Starbucks VIA.
The research showed that Starbucks' marketing activity created a strong uplift in brand awareness.
In addition, purchase intent also saw an uplift of 40 per cent within the product's key target demographic of 35-54-year-old women.
The IAB explained that Starbucks was able to reduce marketing costs by as much as 80 per cent by focusing on web-based promotions rather than print advertising.
Tim Elkington, director of research and strategy at the IAB, said the organisation would be conducting further research to investigate the potential of online promotions to add value to businesses.
Read More
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