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New study proves the value of a well-designed web site
NEW YORK (May 1, 2002) -- A new study released by Forrester Research shows that a Web site is a vitally important, yet undervalued component of a mixed-media marketing campaign. The study, based on surveys of 13,000 consumers who were exposed to set of television, print and online advertisements, proved that the online component significantly increased the measurable brand awareness impact.
The study concluded that spending 15 percent of the marketing campaign's budget on establishing a Web presence resulted in a 24 percent lift in the product's branding impact, according to a recent article in Advertising Age magazine. This study confirms what 9Second Technologies President Ray Gonzalez has been telling his clients all along.
"A company's Web site tells the consumer a lot about the company's corporate image," Gonzalez said. "And a strong corporate image goes a long way in the eyes of today's savvy consumer."
9Second Technologies is helping its more than 300 clients establish Web sites that can effectively market their products to their target audience.
Maintaining a strong Web presence allows the marketer to burn the brand into the consumer's mind. However, while the Internet represents 10 to 15 percent of total media consumption, most marketers only spend two to three percent of their media budgets to Internet advertising.
"Most companies have not yet realized the full potential of the Internet," Wilson said. "What many of them don't realize is that investing in a strong Web site directly transfers into higher profits."
Web sites are listed in many traditional advertising media plans, including that of television commercials and print advertisements, as a method for people to gain more information. Many busy consumers often don't have time to call a phone number or visit a store. Many would rather use the company's Web site as a way to assess a company and find out how their needs can be met.
In addition, unlike traditional advertising ventures that charge by the second or space on the magazine page, Web sites provide companies with a limitless space in which to communicate their message.
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"Kudos to Ray and Cindy. Finally, a web site design company that not only offers their expertise, but does it with honesty!!!"
-Debbie Nieto
Tampa Bay Reads
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