Arm & Hammer is just one of many major marketers utilizing a
combination of DRTV and online direct response to maximize a
campaign’s effectiveness.
Take color, for example. Because the Web is highly visual in
nature, graphics and color can often make or break a company’s
goal of achieving an integrated marketing approach. A brand
marketer that sells women’s clothing, for instance, and whose
storefront is painted light pink and feminine in nature, should
strive to replicate that color and feel online.
“If the store’s Web site colors are dark blue and not as feminine,” says Amanda Vega, CEO at full-service, interactive ad
agency Amanda Vega Consulting in Phoenix, “then the chances
of someone passing it by online — or automatically assuming
that she is on the wrong Web site — are high.”
What Consumers Want
According to online research firm eMarketer, online consumers want more from the online shopping experience. They
expect retail Web sites to provide powerful search and navigation, quality product information, simple checkout and cross-channel shopping options — at a minimum.
After the 2007 holiday season, for example, two-thirds of
shoppers said due to improving technology, increased advertising, widespread broadband adoption and examples set by online
innovators such as Google and Facebook, their online shopping
expectations had increased during the past year.
When asked to choose their favorite features (excluding
price), preferences fell into three areas: product information,
Web site usability and operational effectiveness. The leading site
feature chosen by 49 percent of respondents was clear, easy-to-access product information.
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