Online marketing can enhance brand image, study shows
Wednesday, 26, Nov 2008 12:36
A new Australian study has suggested that online marketing can play a vital role in boosting brand building efforts.
Conducted by Nielsen Online and the Interactive Advertising Bureau (IAB) Australia, the research looked at the effect of online ads on Kellogg's brand Sultana Bran.
Intent to buy the product rose by 37 per cent among the target audience when they were exposed to internet ads, while brand consideration also increased by 17 per cent compared with a control group that did not see any online ads for the product.
The research also suggested that consumers unable to recall online ads relating to the product still experienced a strong rise in purchasing intent.
"Online can now be considered a complete solution for marketers' needs and the results deliver a compelling reason to increase the use of online advertising in marketing plans and budgets," commented Paul Fisher, chief executive of the IAB Australia.
This follows recent figures from comScore showing that display ads can have a latent branding effect, which can impact positively upon both online and offline retail sales.