Most corporations fall short of their potential to brand
themselves online, according to a new study by consultant
Accenture, and lose the chance to build customer
loyalty.
A new website benchmark offering, the Accenture Web Evaluator, a
product of Accenture Marketing Sciences, scrutinised 260 business
to consumer websites. Five were identified as offering the best
brand experience to consumers -
Nike.com,
Ford.com,
Google.com,
Adidas.com and
Microsoft.com.
These sites used the techniques to engage consumers to maximum
effect.
However, many corporations are poor at deploying these important
new marketing methods. The investigation found a dearth of
detailed, high-quality information in interesting formats. Some
sites shunned the opportunity to build relationships through
interactive exchanges and the potential to encourage return was
rarely fully exploited. The report concluded that the use of
powerful tools such as promotions, premium services, clubs and
other online innovations has been overlooked by most
corporations.
"We have identified the characteristics that affect brand
experience," said Jeffrey Merrihue, chief executive of Accenture
Marketing Sciences. "Companies can get a greater return from their
marketing and brand investments by improving the functionality and
impact of their websites."
Accenture system helps New York bank cut compliance
staff >>
Nike >>
Adidas >>
Google >>
Ford >>
Microsoft >>
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