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Hemen Patel Crm Metrix: Power Of Brand Websites Nov 11

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The Power of Brand websites

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Hemen Patel Crm Metrix: Power Of Brand Websites Nov 11

  1. 1. CRM Metrix, Inc.<br />The Customer Listening Company <br />The Marketing Power of Brand Websites<br />
  2. 2. Presentation Agenda<br /><ul><li>Macro Landscape – Consumer, Media & Brand Website:
  3. 3. What is happening with regard to brand websites?
  4. 4. How is the brand website evolving?
  5. 5. Where does the brand website rank within the media mix?
  6. 6. Micro Landscape -The Power of the Brand Website:
  7. 7. Where does the power come from?
  8. 8. In what ways can the brand website be leveraged?
  9. 9. Will the brand website ultimately become the greatest asset for marketers?</li></ul>This presentation highlights the power of brand websites on a macro and micro level<br />
  10. 10. The Brand Website Could be the <br />‘New Knight’ in Shining Armor<br />Within the Media & Marketing Mix<br />
  11. 11. Timeline – After Internet Becomes Public Domain<br />The brand website will be one consistent, prominent force in the marketing arsenal.<br />2009<br />1994-95<br />1997-99<br />2000-01<br />2002-04<br />2005<br />2006<br />6 Billion OnlineBroadband<br />Friendster<br />LinkedIn<br />MySpace<br />FlickrDogster<br />BlogsFacebook<br />BeboNing<br />Digg<br />Twitter<br />Online BankingMP3<br />E-CommerceBrand WebsitesAdwords<br />ClassmatesBanner Ads<br />Many online channels have been introduced over the years (social networks, blogs, forums, portals, micro-blogs, etc.), and the majority of them have declined in prominence while many are still trying to gain a higher status in the digital space.However within this clutter, the brand website has consistently remained a platform that influences consumers and builds brand health/customer relationships as a healthy brand engagement destination.<br />
  12. 12. Power of Brand Websites<br />Brand Equity<br />Promoters<br />Brand Differentiation<br />Incremental Purchase<br />Acquisitions<br />Engagement<br />Builds Loyalty<br />Purchase Intent<br />Brand Value<br />Awareness<br />Product Improvement Ideas<br />Market Share Gains<br />Purchase Frequency <br />Consumer Intelligence<br />Customer Relationships<br />Brand Perceptions<br />Conversations<br />Opinion Leaders<br />Attention<br />Influencing Factor<br />
  13. 13. SiteCRM™ 6D – The Power of Customer Feedback<br />crmmetrix’s SiteCRM™ 6D is the industry standard to evaluate, measure and optimize brand websites.<br />The learnings presented today are driven by listening to brand website visitors for 8+ years and across 200+ brand websites globally across the Americas, Europe & Asia.<br />Let’s begin the journey of discovery…<br />
  14. 14. Macro Landscape<br />Consumer, Media, Internet & Brand Websites<br />What is happening with regard to brand websites?<br />How is the brand website evolving?<br />Where does the brand website rank within the media mix?<br />
  15. 15. Brand Website & CRM – Platform to Build Relationships<br />The brand website is a preferred media choice to exchange and build relationships with a brand.<br />The brand website is a trustworthy source for brand information.<br />One-third of consumers plan to increase their frequency of visits to brand websites.<br />2nd Best Paid Media<br />Best Performing Paid Media<br />Best Performing Paid Media<br />Source : crmmetrix 1st quarter 2009 brand website survey<br />
  16. 16. Brand Website & Purchase – A Key Influencer<br />Two-thirds of consumers are likely to use the brand website as a research tool before making a purchase.<br />About half of consumers have been influenced to buy a product after visiting a brand website.<br />The brand website ranks second among paid media as an influential channel that inspires brand purchase.<br />Incremental Purchase<br />2nd Best Paid Media<br />Source : crmmetrix 1st quarter 2009 brand website survey<br />
  17. 17. Brand Website & Branding – Building Equity<br />The brand website ranks second among paid media in its ability to lift brand opinions in a positive direction.<br />The brand website helps establish first-time awareness for other brand product lines.<br />Cross Awareness<br />2nd Best Paid Media<br />Source : crmmetrix 1st quarter 2009 brand website survey<br />
  18. 18. Learnings So Far…<br />Engagement is the New Attention!<br />Pull is More Prominent than Push!<br />The Brand Website may be the New Disruption!<br />
  19. 19. Let’s Evaluate the Power of Brand Websites within the Media Mix and How it Contributes on the Brand Level<br />
  20. 20. Media Mix Analysis – Laundry Detergent BrandAll Affinity Levels<br />Top Box PI LiftsAbove Base<br />Again, the website shows the greatest Purchase Intent lifts above the base across all media mix channels and the same is true for those who are exposed to the website versus not exposed.<br />Base<br />Top Box PI LiftsExposed vs Not Exposed<br />Lifts<br />Source : crmmetrix 3rd quarter 2009 brand survey<br />
  21. 21. Media Mix Analysis – Laundry Detergent BrandMedium/Low Affinity – Acquiring Multi-Brand & Non-Users<br />Top Box PI LiftsAbove Base<br />Similar to the previous slide, Purchase Intent is moved the most with the website experience.<br />Base<br />Contributing to Market Share Points<br />Top Box PI LiftsExposed vs Not Exposed<br />Lifts<br />
  22. 22. Media Mix Analysis – The Optimal Mix (Top Box PI)<br />When introduced into the media mix, the brand website plays an incremental role, as it nicely bundles up with most other media vehicles to drive purchase intent levels up to 4.7. The website appears to inspire a synergistic effect when combined with other media mix elements. <br />4.0 is the threshold level without the brand website<br />4.70<br />+0.70<br />Brand Website,<br />4.60<br />Brand Website,<br />Brand Website,<br />4.60<br />4.58<br />Brand Website,<br />Brand Website,<br />4.53<br />Scale : 1-Defintely will not buy to 5 – Definitely will buy<br />
  23. 23. What is the future of brand websites within the mix?Cracking the Code<br />
  24. 24. A marketing strategy is needed that will fit into the high reach and high engagement zone (upper right corner). The brand website has the capacity to be just that if it is leveraged correctly. <br />??<br />Brand Website<br />WOM<br />Engagement-High<br />Review Sites<br />Email<br />Blogs<br />Reach-High<br />Reach-Low<br />Print<br />Social Networks<br />Online Ads<br />Engament-Low<br />TV Ad<br />Outdoor<br />
  25. 25. The brand website already receives high value behaviors and attention when customer feedback is implemented, but reach can be the challenge.<br />Brand Website<br />Engagement-High<br />Review Sites<br />Email<br />WOM<br />Blogs<br />Attention -High<br />Attention -Low<br />Print<br />Social Networks<br />Online Ads<br />TV Ad<br />Engament-Low<br />Outdoor<br />
  26. 26. Could this be the New Marketing Model?<br />Brand<br />BrandWebsite<br />BlogsSocial NetworksMicro-SitesOnline AdsForums<br />TVRadioPrintOutdoor<br />Engagement Strategy<br />Reach Strategy<br />
  27. 27. Conclusion – The End Game<br />High<br />High<br />High<br />=<br />Reach <br />Attention <br />Engagement <br />Customer <br />The Brand Websitehas the potential to operate at a high level and deliver on all three marketing components.<br />
  28. 28. Micro Landscape<br />The Power of the Brand Website<br />Where does the power come from?In what ways can the brand website be leveraged?<br />Will the brand website ultimately become the greatest asset for marketers?<br />
  29. 29. Brand Websites Take on Many Roles and Multi-Task…<br />The brand website is the beacon of the brand and is quickly becoming the center of the marketing hub, as consumers interact with the website on a more frequent basis.The versatile nature of brand websites is such that they can take on the role of an integrated tool for larger marketing strategies (example – mycokerewards.com)<br />ProductInformation<br />Customer Service<br />RelationshipBuilding<br />Loyalty Program<br />Branding<br />Influencing(Persuasion)<br />Entertainment<br />Sales Promotion<br />
  30. 30. Brand Websites Build Brand Equity at All Levels<br />Compared to other media and marketing strategies, the brand website moves the needle at all levels of brand equity.<br />Next, let’s review the level of brand equity building…<br />
  31. 31. Power of Brand Website – Visitor Quality Engagement<br />The brand website is a dark knight within the competitive battlefield. It offers up the opportunity to interact with and influence non loyal users.<br />Competitive Battlefield<br />Medium AffinityMulti-Brand Users<br />Low AffinityCompetitive Users<br />10%-15% Visitors<br />45%-55% Visitors<br />A Great Asset to Capture Market Share<br />Source : crmmetrix SiteCRM™ norms<br />
  32. 32. Brand Websites Drive Lifts in Purchase Intent<br />+ 4.5%<br />Pre-Visit (control) vs. Post-Visit (test)<br />Source : crmmetrix SiteCRM™ norms<br />
  33. 33. Brand Websites Drive Lifts in Purchase Intent<br />Acquisition & Conversion (Lifts Market Share)<br />Low Affinity(Competitive Users)+3.1%<br />Medium Affinity(Multi Brand Users)+3.2%<br />Pre-visit vs. Post-visit<br />Pre-visit vs. Post-visit<br />Source : crmmetrix SiteCRM™ norms<br />
  34. 34. Consumer Purchase After Visiting Brand Website (Claimed)<br />On average, brand websites have a purchase influence of 33% to 41%.<br />High AffinityBrand Loyalists<br />Low AffinityCompetitive Users<br />N = 960 (100%)<br />N = 740 (100%)<br />Claimed Purchased = 72.9% (700)Average Spent Most Recent Purchase = $44.03Site Visit Purchase Influence = 53.03%<br />Claimed Purchased = 37.8% (280)Average Spent Most Recent Purchase = $39.10Site Visit Purchase Influence = 51.43%<br />Source : crmmetrix SiteCRM™ projects<br />
  35. 35. Brand Website Contributes to Incremental Purchase<br />
  36. 36. Brand Websites Drive Incremental Purchase<br />Growth in Share of Wallet $$ (Category Spend/Brand Spend)<br />Source : crmmetrix SiteCRM™ projects<br />
  37. 37. Brand Websites Drive Incremental Purchase<br />Growth in Purchase Frequency After Site Visit<br />Source : crmmetrix SiteCRM™ projects<br />
  38. 38. 31<br />Brand Website Builds Brand Health<br />
  39. 39. Brand Websites Build Positive Brand Opinions<br />I feel much better about the brand<br />CRM Metrix NormsNet Lift = +13%<br />Corporation 1 NormsNet Lift = +23%<br />Corporation 2 NormsNet Lift = +17%<br />Source : crmmetrix SiteCRM™ projects<br />
  40. 40. Brand Websites Build Brand Image Perceptions<br />Is a brand I trust<br />Is high quality<br />Is credible<br />Is a leading brand<br />Is a cool brand<br />Site : 1 (100% Positive Lifts)10/10 Image Attributes<br />Site : 2 (90% Positive Lifts)<br />Site : 3 (80% Positive lifts)<br />Site : 4 (50% Positive Lifts)<br />The majority of brand websites measured drive lifts in brand image perceptions<br />Source : crmmetrix SiteCRM™ projects<br />
  41. 41. Brand Websites Build Customer Relationships<br />
  42. 42. Brand Websites Build Customer Relationships<br />Customer Retention Index™ – Driving EngagementSatisfaction, Revisit & Recommend Website<br />Site : 1<br />Site : 2<br />Site : 3<br />Now this is a Relationship Building Performance<br />Source : crmmetrix SiteCRM™ norms<br />
  43. 43. Brand Websites<br />Drive Word Of Mouth<br />
  44. 44. Brand Websites Drive Buzz Potential<br />6.0% Promoter Growth<br />9.75% NP®S Growth<br />Source : crmmetrix SiteCRM™ norms<br />
  45. 45. Brand Websites Drive Brand Recommendation Intent<br />Brand Websites are a buzzworthy platform to kick start word-of-mouth campaigns<br />+5.5%<br />+5.7%<br />+5.2%<br />+4.9%<br />+4.5%<br />Site 1<br />Site 2<br />Site 3<br />Site 4<br />Site 5<br />Brand Recommendation Lifts<br />Source : crmmetrix SiteCRM™ projects<br />
  46. 46. Lastly, The Untapped Power of Brand Websites<br />ConsumerIntelligence<br />
  47. 47. What is the status today?<br />Interactive Departments focus solely on the marketing success of brand websites.<br />Moving forward they need to acknowledge the power of consumer intelligence and make this asset available to other areas of the organization.<br />What type of consumer intelligence can the Interactive Department provide? <br />Brand Satisfaction Tracking<br />Product Improvement Ideas<br />Category Pulse<br />Reviews & Testimonials<br />Trend Spotting<br />Brand Extension Ideas<br />Competitor Performance Pulse<br />Market Research<br />
  48. 48. Reverberating Once Again…<br />The Brand Website Could be the <br />‘New Knight’ in Shining Armor<br />Within the Media & Marketing Mix<br />The new changing consumer behavior seems to be pointing towards this trend.<br />
  49. 49. Conclusion – The End Game<br />The Next Generation Media & Marketing Strategy<br />High<br />High<br />High<br />=<br />Reach <br />Attention <br />Engagement <br />Customers <br />The Brand Websitehas the potential to operate at a high level for all three marketing components.<br />
  50. 50. Key Takeaways…<br />Brand websites are a marketing force to be reckoned with because...<br />Brand websites are a versatile marketing medium that undertake many roles and perform a variety of tasks.<br />Brand websites are a unique marketing platform that speak to all levels within the brand equity pyramid.<br />Brand websites have the ability to contribute to market share gains and influence multi-brand and non-brand users to consider the brand.<br />Brand websites provide the opportunity to engage in a two-way conversation between consumers and the brand.<br />Brand websites drive purchase intent lifts in conjunction with other media exposures.<br />
  51. 51. Thank You!Question & Answers<br />CRM Metrix Consultants<br />Hemen Patel<br />CRM Metrix, Inc.<br />PresidentTel : 201-617-9889Email : hpatel@crmmetrix.com<br />Russ Shirley<br />CRM Metrix, Inc. (Cincinnati)Tel : 513-234-4460Email : rshirley@crmmetrix.com<br />Kimberly Struyk<br />CRM Metrix, Inc.<br />Director, Client ServiceTel : 201-617-8181Email : kstruyk@crmmetrix.com<br />Ike Brunner<br />CRM Metrix, Inc. (Cincinnati)Tel : 513-234-4468Email: ibrunner@crmmetrix.com<br />CRM Metrix, Inc. 700 Plaza Drive, 2nd Floor, Secaucus, NJ 07094 Tel: 201-617-9889 / Fax: 201-617-8588 :: www.crmmetrix.comNew York – Cincinnati – Paris – Mumbai - Singapore<br />
  52. 52. A Presentation by CRM Metrix, Inc.<br />About CRM Metrix, Inc.<br />CRM Metrix is a global market research company offering leading digital market research solutions that are used by leading brands:A one of a kind company with offices in New York, Cincinnati, Paris, Mumbai and Singapore. <br />CRM Metrix offers a full range of digital market research solutions to help brands make the best decisions at all stages of the digital marketing development process and to maximize the return on their digital marketing investment. Digital marketing covers all areas of the brand website, online ads, online campaigns, email CRM programs, social media, online sponsorships, micro sites, etc.<br />CRM Metrix is committed to working with clients to &quot;measure what matters&quot; to your digital marketing success. With our full range of digital market research tools, you will know that you are making the best decisionat all stages of the digital marketing development process.<br />The Minute Pitch - With any digital media or marketing strategy, CRM Metrix solutions offer:<br />Pre-Launch1) Concept Development2) Concept Testing, Screening and Optimization3) Usability Research<br />Post-Launch1) Measure Performance of digital strategy2) Evaluate contribution (ROI) of digital strategy3) Optimize digital media or marketing strategies<br />