Websites especially for brands are an originary online marketing mean without an equivalent in the offline world, maybe comparible to flagshipstores. The importance of brand websites is caused by the presence and the instrument is content marketing. Brand websites are defined by particular presences on the web and presences within social networks. Too, the lately introduced social media aggregator for enterprises and brands JustAbout.co and the rising social commerce and networking service Pinterest may be seen as part of it.
Usually the effectiveness of such marketing instruments is taken into question. Now the market research companies Accenture, comScore and dunnhumbyUSA have surveyed the subject in a groundbreaking study. The results are higher purchases by visitors of brand websites on average and additionally higher purchases within the categories visited. On the other site visitors of brand websites do have advantages by saving 8 % on average, which is caused by available coupons or similar options.
The most importand factors of successful brand websites are a brand message, up to date content as well as engaging content like coupons or promotions, product demonstrations and downloads.
Below is an excerpt of the study followed by the presentation of the study itself including a download link.