Using the Web to snare customers

As Robert Dwek notes (MW October 28), ever more brand campaigns are effectively channelling customer interest towards a website. However, the real trick – and the fundamental factor driving the impressive online growth statistics quoted – is to know what to do with the consumer next.

The Web’s advantage over other media is its ability to convert passive interest into active involvement and encourage the consumer (now “user”) to progress in his or her relationship with the brand. As we witness a role reversal, with television advertising becoming the supporting partner to online marketing a massive opportunity unfolds for marketers.

When new formats and techniques drive a new type of customer on to the Web, it’s essential to understand how to provide the next engaging and purposeful experience, for the benefit of both brand and consumer. Deliberately designing websites to enable low-interruption data capture and assimilation is critical in allowing marketers to build the right bank of consumer insight.

As online marketing evolves, understanding how to capitalise on customer information and online behaviour will be central to success for marketers.

Stephen Priestnall

UK managing director

Syzygy

London W1W

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