Branding isn’t exactly working for Internet companies. And the bundles of cash these virtual outfits are spending on TV campaigns isn’t helping the cause much.
Those are the findings of recent research conducted by New York City-based DiMassimo Brand Advertising, which polled 1,200 randomly selected Internet-surfing consumers. The agency’s survey found that only six percent of frequent online users visited a Web site because they saw its ad on TV.
“Simply airing a commercial hundreds of times a day doesn’t make a successful advertising strategy,” says agency founder and president Mark DiMassimo.
Only four percent of those surveyed could name any of the Web sites that advertised during last year’s Super Bowl. But 82 percent remembered Pepsi’s ads and 62% could identify Levi’s.
What’s even worse as far as branding initiatives go is that only 13 percent of the people surveyed who had purchased an item online in the last week could name the retail site where they shopped. While 75 percent of respondents pledged allegiance to an offline brand, only five percent could do the same for a dot-com.
DiMassimo’s survey dug deep: Infrequent Internet users are three times more likely to cheat on their spouse than regular Web surfers, according to results.
Talk about a lack of brand loyalty.
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