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.