Online is best for building brand trust
Posted 25 September 2007 at 8:26AM by Simon Dickson in Email and communications
TV and online are the most important advertising channels if you're trying to develop brand engagement, according to a new study by the Internet Advertising Bureau. They used numerous methods to find out how five leading haircare brands were perceived by their target audience of women between 20 and 60 with an interest in beauty and fashion. TV advertising proved to be the most powerful way of building brand recognition - but online was better at building trust and highlighting an entire product range.
Based on this study, the IAB - who, naturally, have a vested interest here - reckons companies should be looking to more than double their investment in online marketing, to get the most out of it. On average, the online activity of the brands in question represented 4.8% of total marketing spend: by their calculations, IAB say 'brands should be investing nearer 12% online if they want to capitalise on a higher brand engagement index'.
I'm quite interested to see television doing so well, but perhaps this is purely because of the products they looked at. I've seen several examples lately - Innocent smoothies spring to mind - of hip young companies making their first forays into television advertising, and not quite capturing the spirit of the brand, as we've come to know it via other media. Compare their proper TV adverts (like this or this) to the stuff on their blog or company website... or even the 'extras' on their (excellent) YouTube page. The TV ad might well get the company name out there, but it's the online stuff which really delivers the brand message.
Tags: advertising, budget, iab, innocent, marketing, tv advertising, youtube
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