| Build or increase brand awareness |
- Pre/post (or exposed vs. unexposed) brand awareness tracking
|
| Improve customer's attitudes/image of the brand |
- Track customers perceptions or attitudes about brand over time, including purchase consideration and intent
|
| Develop database of customers and prospects, collect sales leads, newsletter subscribers. |
- Number of sales leads collected online
- Quality double opt in sales and marketing leads.
|
| Encourage brand loyalty/increase customer's involvement with brand |
- Repeat purchase
- Track customer's perceptions or attitudes about brand vs. competitive brands
- Track purchase intent of your brand vs. competitive brands
|
| Develop database of customers and prospects, collect sales leads, newsletter subscribers. |
- Number of sales leads collected online
- Quality double opt in sales and marketing leads.
|
| Significantly reduce marketing costs |
- Compare online marketing costs and effectiveness to traditional marketing costs
|
| Track consumer interests and trends |
- Successful promotions, ad campaigns, new product launches
|
| Drive traffic to marketer's Web site |
- Click throughs
- Number of visits
- Length of visits
- Page views
|
| Generate online revenues |
- Revenues
- ROI
- Customer satisfaction
|
| Reach target audience missed by other media |
- Increase in audience reach
- Increase in sales
|
| Provide in-depth information about the brand and/or do product demonstration |
- Clicks
- Length of visit
- E-mail inquiries and/or requests for additional information
|
