Online marketing best for brand engagement
Online Marketing has a greater effect on brand engagement than any other advertising medium, a new study has shown.Research conducted by the Internet Advertising Bureau (IAB) and Carat Insight compared the effectiveness of online with that of other forms of marketing, as well indirect referrals such as recommendations from friends. The market studied was that of the supermini car sector, including the Renault Clio, Toyota Aygo and Mini brands. A "non-techie" group of female internet users with children under 16 was questioned.
The study found that a company's advertising contributed 15 per cent to brand engagement and that "the internet has a greater effect on brand engagement than any other medium".
Online contributes around 40 per cent of the advertising effect, it was revealed, followed by print media (36.7 per cent), TV (17.6 per cent) and outdoor (4.1 per cent).
The internet was also shown to have a crucial role in the propagation of indirect experiences of brands ? such as reading customer reviews. Online contributes 27.5 of the effect on engagement in this area, the figures suggest. This was followed by offline experiences such as TV shows and magazine reviews (19 per cent).
IAB chief executive Guy Phillipson commented: "This important cross-media study in the car market shows how online drives brand engagement more than any other medium ? not just through rich media advertising, but because consumers go on to seek product information and reviews, too."
Companies are increasingly channelling more funds into Online Marketing as its benefits become clearer.
