Comments on: Use online for direct-response, but don’t forget the power of brand http://www.altogetherdigital.com/20061026/use-online-for-direct-response-but-don%e2%80%99t-forget-the-power-of-brand/ Thu, 04 Dec 2008 19:40:21 +0000 http://wordpress.org/?v=2.2.1 By: Ade http://www.altogetherdigital.com/20061026/use-online-for-direct-response-but-don%e2%80%99t-forget-the-power-of-brand/#comment-38 Ade Mon, 30 Oct 2006 09:25:05 +0000 http://www.altogetherdigital.com/20061026/use-online-for-direct-response-but-don%e2%80%99t-forget-the-power-of-brand/#comment-38 To quote a recent job ad from Yahoo: "As consumers use of the internet is changing - so is its use by advertisers. <strong>No longer a direct response medium</strong>, online can facilitate innovate and ground-breaking communications solutions." Quite a statement. Is this the reality for most advertisers yet though? To quote a recent job ad from Yahoo: “As consumers use of the internet is changing - so is its use by advertisers. No longer a direct response medium, online can facilitate innovate and ground-breaking communications solutions.”

Quite a statement. Is this the reality for most advertisers yet though?

]]> By: jez http://www.altogetherdigital.com/20061026/use-online-for-direct-response-but-don%e2%80%99t-forget-the-power-of-brand/#comment-34 jez Thu, 26 Oct 2006 15:02:13 +0000 http://www.altogetherdigital.com/20061026/use-online-for-direct-response-but-don%e2%80%99t-forget-the-power-of-brand/#comment-34 Here's one suggestion for measuring brand affinity on a website. I can't find the source, but some bright spark suggested creating a Brand Equity Index (capitalised to make it sound more important clearly) based on the monthly sumproduct of (a) each activity that represents positive brand engagement (e.g. playing a game, buying something, forwarding something to a friend) and (b) the score for a user doing that activity divided by spend. Signing up to receive regular newsletters might score 0.8, playing a brand-immersive game 0.5, simply visiting 0.05, and so on. Meaningless in isolation of course, but measured over time it should at least produce a cool-looking chart. Here’s one suggestion for measuring brand affinity on a website. I can’t find the source, but some bright spark suggested creating a Brand Equity Index (capitalised to make it sound more important clearly) based on the monthly sumproduct of (a) each activity that represents positive brand engagement (e.g. playing a game, buying something, forwarding something to a friend) and (b) the score for a user doing that activity divided by spend. Signing up to receive regular newsletters might score 0.8, playing a brand-immersive game 0.5, simply visiting 0.05, and so on. Meaningless in isolation of course, but measured over time it should at least produce a cool-looking chart.

]]> By: Ade http://www.altogetherdigital.com/20061026/use-online-for-direct-response-but-don%e2%80%99t-forget-the-power-of-brand/#comment-33 Ade Thu, 26 Oct 2006 12:09:50 +0000 http://www.altogetherdigital.com/20061026/use-online-for-direct-response-but-don%e2%80%99t-forget-the-power-of-brand/#comment-33 >> /rant over Phew! Completely agree. Whereas all the DR stuff - especially search - gets a lot of the headlines at the moment, we'd probably all agree that the work we really admire is about far more than that. But it's not just back to the old 'creative' versus 'effective' argument that has always dogged brand marketing - the really effective, enduring stuff these days is using digital to generate engagement with a brand, not just awareness and attitude. It's so much more than 'interactive' - it treats consumers as real, complex, interesting people - people with brains as well as mouse buttons. >> /rant over

Phew!

Completely agree. Whereas all the DR stuff - especially search - gets a lot of the headlines at the moment, we’d probably all agree that the work we really admire is about far more than that.

But it’s not just back to the old ‘creative’ versus ‘effective’ argument that has always dogged brand marketing - the really effective, enduring stuff these days is using digital to generate engagement with a brand, not just awareness and attitude.

It’s so much more than ‘interactive’ - it treats consumers as real, complex, interesting people - people with brains as well as mouse buttons.

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