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Starbucks shows just how effective online brand building is

Posted: May 6th, 2011 | Author: | Filed under: Online PR | Tags: , , , , | No Comments »

starbucks online brand buildingOnline advertising is not only an excellent way to build brand awareness but is also extremely cost effective, according to new research.

A study conducted by the Internet Advertising Bureau and GFK NOP revealed that coffee chain Starbucks was able to use the web to great effect when promoting its VIA product – an instant version of its in-store offering.

According to the research, Starbucks’ online efforts led to a “strong uplift in awareness” as well as a 40 per cent increase in purchase intent in the brand’s core demographic of 35-54-year-old women, impressive results.

Perhaps more impressive though, is the cost effectiveness of the project – the Starbucks online campaign cost just a fifth of the cost of a press campaign, while the study also revealed that companies which look to brand build via the internet can exploit the channel’s ability to “increase awareness at a lower cost per additional awareness point”.

Tim Elkington, director for research strategy at the IAB, said: “Through this research we’ve seen that online delivers reach cost effectively.

“Much of that reach is on an exclusive basis and multiple exposure to online advertisements can offer a disproportionate uplift in brand metrics.”

Add to the fact that online advertising offers a level of interaction no other medium can provide and it’s easy to see that ignore internet marketing would be extremely foolish.

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