Online Magazine Content Draws New Consumers
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Written By Reprise Media | January 4, 2006 | Share This
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Having an enticing and easy-to-use storefront is no longer enough for most e-tailers. Keeping a relationship going beyond the initial purchase is the challenge.
A new article in BusinessWeek takes a look at some of the ways companies are getting customers to come back via content-rich online magazines, viral video and to-be-continued stories.
Big names such as Nestle, Procter & Gamble and Bruger King are all focusing not just on brand, but on leveraging consumer-targeted content to foster an ongoing relationship.
Here’s an excerpt:
“‘It’s a major trend and it’s a moving trend,’ said Gary Stibel, a marketing analyst who heads the New England Consulting Group. ‘This has been going on for years; the major advertisers are just understanding better how to execute. Most companies are still doing very poorly because they are far too blatant in promotion of their own brands.’”
Read the rest here.
Topics: ECommerce |