©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
iProspect, in conjunction with comScore, conducted a 2010 study to uncover the true effect of the digital media channels, and the effect of branding on customers’ purchase paths. The research involved both real-time monitoring of Internet user behavior, and post-behavioral surveying of those users.
The key finding of this study is that online digital media assets have considerable branding influence, and that specific combinations can significantly impact a brand’s success. The study shows that search marketing and online display can be viewed as viable branding channels worthy of their fair share of branding budgets, and requiring development of means by which to measure their impact on brand equity.