online marketing has a greater affect on brand engagement than any other medium
online marketing has a greater affect on brand engagement than any other medium
Dies die Erkenntnisse einer Studie mit 1’000 Frauen aus England vom IAB und Carat Insight.
Direct experience of a brand, such as owning a particular car model, holds considerable sway over a consumer’s engagement with a car brand (60%). But also indirect experience – reading reviews, word of mouth, etc – plays an important part as well. Opinions directly from friends have the most influence, accounting for 34.2%, but out of these indirect experiences, online experience contributed to a stunning 27.5% of the effect on engagement. Offline tasks such as reading magazine reviews or watching specialist TV programmes contributed 19.0%.
Further, the study found that the Internet has a greater effect on brand engagement than any other medium, contributing to an average of 39.8% of the advertising effect, but to as much as 64.7% in the case of one manufacturer’s campaign.
[ via goviral ]
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