More than a third (36%) of Internet users say that their opinions of one or
more product brands has changed as a result of using the Internet, according
to a new report on branding.
The report, entitled “Online Branding–The Internet’s Impact on Branding,”
was recently released by market research firm Cyber Dialogue. It also found that
“brand impressionable” users are more likely to shop both online and offline
as a result of using the Internet.
“We found that the Internet is color, gender, and age blind, helping to
neutralize obstacles some shoppers experience in the conventional
marketplace,” said Thomas E. Miller, Cyber Dialogue vice president and author
of the report. “For example, women and ethnic minorities, while still under-
represented online, are among those most likely to say the Internet helps them
form brand opinions because they can get unbiased answers to their product
questions.”
The Internet can also influence store traffic, direct mail purchases, and even
TV shopping, as well as drive online sales, according to Miller.
“Brand managers must keep in mind that branding on the Internet is about much more
than just capturing eyeballs,” he said.
The online branding report recommends that brand managers use mass media to
create general brand impressions and drive motivated prospects to their Web
sites, where the brand can foster deeper customer relationships.
The report shows that most online shoppers are destination shoppers who go
directly to Web sites that interest them. Still, portals such as search
engines and active Web sites in certain product categories like cars, airlines
and financial services are clearly emerging as important hubs. The report
makes specific marketing recommendations for the following industries: autos,
airlines, household products, investment services, banking, insurance, and
health/medicine.
The report uses data from the American Internet User Survey, a large telephone
survey of Internet users and non-users. Fielded twice a year, the survey is
co-branded with Find/SVP. Pricing for copies of the report was not disclosed.
