Stronger consumer-brand relationships 'found online'
Category: Insights | 05th Jun 2009
Digital consumers have stronger relationships with brands than non-digital ones, it has been suggested.
A report from Millward Brown has asserted that digital consumers generally have strong relationships with more brands, which may good news for digital marketers.
On top of this, some individual brands are disproportionately more attractive to digital consumers, according to the organisation.
This emphasises the importance of understanding these differences within categories, it explained.
The report also found that digital consumers have stronger relationships in all of the 24 countries analysed, suggesting a global trend.
"Brand and marketing managers need to understand the relationship digital consumers have with their brands as well as how it compares against their key competitors," said Peter Walshe, global brand director at Millward Brown.
He added that digital research and purchasing aids the development of "brand knowledge", in turn further reinforcing "brand interest".
Millward Brown says it is one of the leading research companies in the world, working with 70 of the top 100 global brands.
At HS&P, a third of the agency is made up of planners: integrated, data, digital and loyalty planners for clear, integrated thinking.
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