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."
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