Just in: An interesting short article from Brandweek, citing a study conducted by WPP's GroupM–a consultancy that offers advertising and marketing services worldwide. GroupM reported that, for the first time, the company will place more than $2 billion in online advertising for its clients around the globe in 2007.


While that might seem impressive, data far more important than that emerged as a result of the company's study. Apparently, it was divulged that "all marketers–not just those who transact business on the Internet–need to have an online presence regardless of how much (or how little) product they sell in cyberspace."
Thirty countries were included in the survey, which concluded that 50% or more of the people in those countries regularly used the Internet. In the U.S., almost 65% of the population is online.
Bottom line: consumers want and expect brands to have an online presence, whether or not they choose to buy items that are seldom purchased on the Internet. The study cites that "the channel (referring to the Internet) has become a key part of the purchase funnel and therefore a process to be managed."
Not only that: consumers cited that they wanted and expected the Internet marketing of companies to offer them engaging experiences. GroupM: "that experience lies at the heart of consumer engagement."
GroupM referred to customer experience as one of four pillars: the others being reach, reputation and transaction. The Internet affords consumers with easy access to information, and interaction with companies, whether they purchase from a web site or not. Internet use continues to grow in popularity, thus, the study concluded marketers ignore having a cyber presence at their own peril.
Interestingly, the study did not bring up any points about effective marketing on the Internet, and we all know that some marketers have used the Web effectively, while others have had less than stellar results with it.
I guess I would add this: having a cyber presence is important today. Very important. Yet, how engaging the sites are to the customer is just as important, as the article briefly alluded to. Throwing a site together just to promote products and services without giving any thought as to how to engage the consumer is not a good idea.
If the intent is to develop strong relationships with the customer, and I believe it should be, then a conversational, congenial environment must be created. Hard-sell tactics shouldn't be the primary objective; building long-term relationships with targeted customers, ought to be. Engaging the customers in conversation, and being responsive to them when they do make contact, is vitally important. This is what brings the brand alive to the consumer. Without that, a web site is not interactive as it was meant to be at all; it's a dead or inert object.