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Online Branding On The Rise

Last updated 6 years ago

As companies in the U.S. work on finalizing their marketing budgets for 2012, there is one area that is expected to increase this year.  Can you guess which area that might be?  Answer: online branding, such as online display advertising.  The sole purpose of online display advertising is driving brand awareness.  Let’s take a look at some of the latest stats surrounding the rise in online branding like online display advertising

According to a January 2012 study executed by DIGIDAY and Vizu:

  • 64% of companies plan to invest more in online brand ad spending compared to just over 50% who plan to invest more in direct-response spending.
  • The top online brand advertising categories include mobile, social media, and video:

  • To fund online branding, respondents of the survey said they will be shifting budget from traditional marketing methods like television and print (eMarketer).

The Challenge

Even though many firms plan to place more of their dollars in their brand online, these firms also struggle with how to measure the ROI from online branding.  Do you measure the shares or click through rates?  Or just look at sales and engagement rates?  Ultimately, the question is, how much is your brand worth to you?

Is your company planning to invest more in online branding this year?  Why or why not?  Share your feedback in a comment!

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1.4 million in annual marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

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