Hemen Patel Crm Metrix: Power Of Brand Websites Nov 11

CRM Metrix, Inc.
The Customer Listening Company
The Marketing Power of Brand Websites

Presentation Agenda
Macro Landscape – Consumer, Media & Brand Website:
What is happening with regard to brand websites?
How is the brand website evolving?
Where does the brand website rank within the media mix?
Micro Landscape -The Power of the Brand Website:
Where does the power come from?
In what ways can the brand website be leveraged?
Will the brand website ultimately become the greatest asset for marketers?
This presentation highlights the power of brand websites on a macro and micro level

The Brand Website Could be the
‘New Knight’ in Shining Armor
Within the Media & Marketing Mix

Timeline – After Internet Becomes Public Domain
The brand website will be one consistent, prominent force in the marketing arsenal.
2009
1994-95
1997-99
2000-01
2002-04
2005
2006
6 Billion OnlineBroadband
Friendster
LinkedIn
MySpace
FlickrDogster
BlogsFacebook
BeboNing
Digg
Twitter
Online BankingMP3
E-CommerceBrand WebsitesAdwords
ClassmatesBanner Ads
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.

Power of Brand Websites
Brand Equity
Promoters
Brand Differentiation
Incremental Purchase
Acquisitions
Engagement
Builds Loyalty
Purchase Intent
Brand Value
Awareness
Product Improvement Ideas
Market Share Gains
Purchase Frequency
Consumer Intelligence
Customer Relationships
Brand Perceptions
Conversations
Opinion Leaders
Attention
Influencing Factor

SiteCRM™ 6D – The Power of Customer Feedback
crmmetrix’s SiteCRM™ 6D is the industry standard to evaluate, measure and optimize brand websites.
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.
Let’s begin the journey of discovery…

Macro Landscape
Consumer, Media, Internet & Brand Websites
What is happening with regard to brand websites?
How is the brand website evolving?
Where does the brand website rank within the media mix?

Brand Website & CRM – Platform to Build Relationships
The brand website is a preferred media choice to exchange and build relationships with a brand.
The brand website is a trustworthy source for brand information.
One-third of consumers plan to increase their frequency of visits to brand websites.
2nd Best Paid Media
Best Performing Paid Media
Best Performing Paid Media
Source : crmmetrix 1st quarter 2009 brand website survey

Brand Website & Purchase – A Key Influencer
Two-thirds of consumers are likely to use the brand website as a research tool before making a purchase.
About half of consumers have been influenced to buy a product after visiting a brand website.
The brand website ranks second among paid media as an influential channel that inspires brand purchase.
Incremental Purchase
2nd Best Paid Media

Brand Website & Branding – Building Equity
The brand website ranks second among paid media in its ability to lift brand opinions in a positive direction.
The brand website helps establish first-time awareness for other brand product lines.
Cross Awareness
2nd Best Paid Media

Learnings So Far…
Engagement is the New Attention!
Pull is More Prominent than Push!
The Brand Website may be the New Disruption!

Let’s Evaluate the Power of Brand Websites within the Media Mix and How it Contributes on the Brand Level

Media Mix Analysis – Laundry Detergent BrandAll Affinity Levels
Top Box PI LiftsAbove Base
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.
Base
Top Box PI LiftsExposed vs Not Exposed
Lifts
Source : crmmetrix 3rd quarter 2009 brand survey

Media Mix Analysis – Laundry Detergent BrandMedium/Low Affinity – Acquiring Multi-Brand & Non-Users
Top Box PI LiftsAbove Base
Similar to the previous slide, Purchase Intent is moved the most with the website experience.
Base
Contributing to Market Share Points
Top Box PI LiftsExposed vs Not Exposed
Lifts

Media Mix Analysis – The Optimal Mix (Top Box PI)
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.
4.0 is the threshold level without the brand website
4.70
+0.70
Brand Website,
4.60
Brand Website,
Brand Website,
4.60
4.58
Brand Website,
Brand Website,
4.53
Scale : 1-Defintely will not buy to 5 – Definitely will buy

What is the future of brand websites within the mix?Cracking the Code

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.
??
Brand Website
WOM
Engagement-High
Review Sites
Email
Blogs
Reach-High
Reach-Low
Print
Social Networks
Online Ads
Engament-Low
TV Ad
Outdoor

The brand website already receives high value behaviors and attention when customer feedback is implemented, but reach can be the challenge.
Brand Website
Engagement-High
Review Sites
Email
WOM
Blogs
Attention -High
Attention -Low
Print
Social Networks
Online Ads
TV Ad
Engament-Low
Outdoor

Could this be the New Marketing Model?
Brand
BrandWebsite
BlogsSocial NetworksMicro-SitesOnline AdsForums
TVRadioPrintOutdoor
Engagement Strategy
Reach Strategy

Conclusion – The End Game
High
High
High
=
Reach
Attention
Engagement
Customer
The Brand Websitehas the potential to operate at a high level and deliver on all three marketing components.

Micro Landscape
The Power of the Brand Website
Where does the power come from?In what ways can the brand website be leveraged?
Will the brand website ultimately become the greatest asset for marketers?

Brand Websites Take on Many Roles and Multi-Task…
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)
ProductInformation
Customer Service
RelationshipBuilding
Loyalty Program
Branding
Influencing(Persuasion)
Entertainment
Sales Promotion

Brand Websites Build Brand Equity at All Levels
Compared to other media and marketing strategies, the brand website moves the needle at all levels of brand equity.
Next, let’s review the level of brand equity building…

Power of Brand Website – Visitor Quality Engagement
The brand website is a dark knight within the competitive battlefield. It offers up the opportunity to interact with and influence non loyal users.
Competitive Battlefield
Medium AffinityMulti-Brand Users
Low AffinityCompetitive Users
10%-15% Visitors
45%-55% Visitors
A Great Asset to Capture Market Share
Source : crmmetrix SiteCRM™ norms

Brand Websites Drive Lifts in Purchase Intent
+ 4.5%
Pre-Visit (control) vs. Post-Visit (test)

Brand Websites Drive Lifts in Purchase Intent
Acquisition & Conversion (Lifts Market Share)
Low Affinity(Competitive Users)+3.1%
Medium Affinity(Multi Brand Users)+3.2%
Pre-visit vs. Post-visit
Pre-visit vs. Post-visit

Consumer Purchase After Visiting Brand Website (Claimed)
On average, brand websites have a purchase influence of 33% to 41%.
High AffinityBrand Loyalists
Low AffinityCompetitive Users
N = 960 (100%)
N = 740 (100%)
Claimed Purchased = 72.9% (700)Average Spent Most Recent Purchase = $44.03Site Visit Purchase Influence = 53.03%
Claimed Purchased = 37.8% (280)Average Spent Most Recent Purchase = $39.10Site Visit Purchase Influence = 51.43%
Source : crmmetrix SiteCRM™ projects

Brand Website Contributes to Incremental Purchase

Brand Websites Drive Incremental Purchase
Growth in Share of Wallet $$ (Category Spend/Brand Spend)

Brand Websites Drive Incremental Purchase
Growth in Purchase Frequency After Site Visit

31
Brand Website Builds Brand Health

Brand Websites Build Positive Brand Opinions
I feel much better about the brand
CRM Metrix NormsNet Lift = +13%
Corporation 1 NormsNet Lift = +23%
Corporation 2 NormsNet Lift = +17%

Brand Websites Build Brand Image Perceptions
Is a brand I trust
Is high quality
Is credible
Is a leading brand
Is a cool brand
Site : 1 (100% Positive Lifts)10/10 Image Attributes
Site : 2 (90% Positive Lifts)
Site : 3 (80% Positive lifts)
Site : 4 (50% Positive Lifts)
The majority of brand websites measured drive lifts in brand image perceptions

Brand Websites Build Customer Relationships

Brand Websites Build Customer Relationships
Customer Retention Index™ – Driving EngagementSatisfaction, Revisit & Recommend Website
Site : 1
Site : 2
Site : 3
Now this is a Relationship Building Performance

Brand Websites
Drive Word Of Mouth

Brand Websites Drive Buzz Potential
6.0% Promoter Growth
9.75% NP®S Growth

Brand Websites Drive Brand Recommendation Intent
Brand Websites are a buzzworthy platform to kick start word-of-mouth campaigns
+5.5%
+5.7%
+5.2%
+4.9%
+4.5%
Site 1
Site 2
Site 3
Site 4
Site 5
Brand Recommendation Lifts

Lastly, The Untapped Power of Brand Websites
ConsumerIntelligence

What is the status today?
Interactive Departments focus solely on the marketing success of brand websites.
Moving forward they need to acknowledge the power of consumer intelligence and make this asset available to other areas of the organization.
What type of consumer intelligence can the Interactive Department provide?
Brand Satisfaction Tracking
Product Improvement Ideas
Category Pulse
Reviews & Testimonials
Trend Spotting
Brand Extension Ideas
Competitor Performance Pulse
Market Research

Reverberating Once Again…
The Brand Website Could be the
‘New Knight’ in Shining Armor
Within the Media & Marketing Mix
The new changing consumer behavior seems to be pointing towards this trend.

Conclusion – The End Game
The Next Generation Media & Marketing Strategy
High
High
High
=
Reach
Attention
Engagement
Customers
The Brand Websitehas the potential to operate at a high level for all three marketing components.

Key Takeaways…
Brand websites are a marketing force to be reckoned with because...
Brand websites are a versatile marketing medium that undertake many roles and perform a variety of tasks.
Brand websites are a unique marketing platform that speak to all levels within the brand equity pyramid.
Brand websites have the ability to contribute to market share gains and influence multi-brand and non-brand users to consider the brand.
Brand websites provide the opportunity to engage in a two-way conversation between consumers and the brand.
Brand websites drive purchase intent lifts in conjunction with other media exposures.

Thank You!Question & Answers
CRM Metrix Consultants
Hemen Patel
CRM Metrix, Inc.
PresidentTel : 201-617-9889Email : hpatel@crmmetrix.com
Russ Shirley
CRM Metrix, Inc. (Cincinnati)Tel : 513-234-4460Email : rshirley@crmmetrix.com
Kimberly Struyk
CRM Metrix, Inc.
Director, Client ServiceTel : 201-617-8181Email : kstruyk@crmmetrix.com
Ike Brunner
CRM Metrix, Inc. (Cincinnati)Tel : 513-234-4468Email: ibrunner@crmmetrix.com
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

A Presentation by CRM Metrix, Inc.
About CRM Metrix, Inc.
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.
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.
CRM Metrix is committed to working with clients to "measure what matters" 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.
The Minute Pitch - With any digital media or marketing strategy, CRM Metrix solutions offer:
Pre-Launch1) Concept Development2) Concept Testing, Screening and Optimization3) Usability Research
Post-Launch1) Measure Performance of digital strategy2) Evaluate contribution (ROI) of digital strategy3) Optimize digital media or marketing strategies

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Hemen Patel Crm Metrix: Power Of Brand Websites Nov 11

by CRM Metrix - MetrixLab on Nov 16, 2009

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Hemen Patel Crm Metrix: Power Of Brand Websites Nov 11 — Presentation Transcript