The Power of Brand websites

1. CRM Metrix, Inc. The Customer Listening Company The Marketing Power of Brand Websites

3. What is happening with regard to brand websites?

4. How is the brand website evolving?

5. Where does the brand website rank within the media mix?

6. Micro Landscape -The Power of the Brand Website:

7. Where does the power come from?

8. In what ways can the brand website be leveraged?

9. Will the brand website ultimately become the greatest asset for marketers?This presentation highlights the power of brand websites on a macro and micro level

10. The Brand Website Could be the ‘New Knight’ in Shining Armor Within the Media & Marketing Mix

11. Timeline – After Internet Becomes Public Domain The brand website will be one consistent, prominent force in the marketing arsenal. 2009 1994-95 1997-99 2000-01 2002-04 2005 2006 6 Billion OnlineBroadband Friendster LinkedIn MySpace FlickrDogster BlogsFacebook BeboNing Digg Twitter Online BankingMP3 E-CommerceBrand WebsitesAdwords ClassmatesBanner Ads Many online channels have been introduced over the years (social networks, blogs, forums, portals, micro-blogs, etc.), and the majority of them have declined in prominence while many are still trying to gain a higher status in the digital space.However within this clutter, the brand website has consistently remained a platform that influences consumers and builds brand health/customer relationships as a healthy brand engagement destination.

12. Power of Brand Websites Brand Equity Promoters Brand Differentiation Incremental Purchase Acquisitions Engagement Builds Loyalty Purchase Intent Brand Value Awareness Product Improvement Ideas Market Share Gains Purchase Frequency Consumer Intelligence Customer Relationships Brand Perceptions Conversations Opinion Leaders Attention Influencing Factor

13. SiteCRM™ 6D – The Power of Customer Feedback crmmetrix’s SiteCRM™ 6D is the industry standard to evaluate, measure and optimize brand websites. The learnings presented today are driven by listening to brand website visitors for 8+ years and across 200+ brand websites globally across the Americas, Europe & Asia. Let’s begin the journey of discovery…

14. Macro Landscape Consumer, Media, Internet & Brand Websites What is happening with regard to brand websites? How is the brand website evolving? Where does the brand website rank within the media mix?

15. Brand Website & CRM – Platform to Build Relationships The brand website is a preferred media choice to exchange and build relationships with a brand. The brand website is a trustworthy source for brand information. One-third of consumers plan to increase their frequency of visits to brand websites. 2nd Best Paid Media Best Performing Paid Media Best Performing Paid Media Source : crmmetrix 1st quarter 2009 brand website survey

16. Brand Website & Purchase – A Key Influencer Two-thirds of consumers are likely to use the brand website as a research tool before making a purchase. About half of consumers have been influenced to buy a product after visiting a brand website. The brand website ranks second among paid media as an influential channel that inspires brand purchase. Incremental Purchase 2nd Best Paid Media Source : crmmetrix 1st quarter 2009 brand website survey

17. Brand Website & Branding – Building Equity The brand website ranks second among paid media in its ability to lift brand opinions in a positive direction. The brand website helps establish first-time awareness for other brand product lines. Cross Awareness 2nd Best Paid Media Source : crmmetrix 1st quarter 2009 brand website survey

18. Learnings So Far… Engagement is the New Attention! Pull is More Prominent than Push! The Brand Website may be the New Disruption!

19. Let’s Evaluate the Power of Brand Websites within the Media Mix and How it Contributes on the Brand Level

20. Media Mix Analysis – Laundry Detergent BrandAll Affinity Levels Top Box PI LiftsAbove Base Again, the website shows the greatest Purchase Intent lifts above the base across all media mix channels and the same is true for those who are exposed to the website versus not exposed. Base Top Box PI LiftsExposed vs Not Exposed Lifts Source : crmmetrix 3rd quarter 2009 brand survey

21. Media Mix Analysis – Laundry Detergent BrandMedium/Low Affinity – Acquiring Multi-Brand & Non-Users Top Box PI LiftsAbove Base Similar to the previous slide, Purchase Intent is moved the most with the website experience. Base Contributing to Market Share Points Top Box PI LiftsExposed vs Not Exposed Lifts

22. Media Mix Analysis – The Optimal Mix (Top Box PI) When introduced into the media mix, the brand website plays an incremental role, as it nicely bundles up with most other media vehicles to drive purchase intent levels up to 4.7. The website appears to inspire a synergistic effect when combined with other media mix elements. 4.0 is the threshold level without the brand website 4.70 +0.70 Brand Website, 4.60 Brand Website, Brand Website, 4.60 4.58 Brand Website, Brand Website, 4.53 Scale : 1-Defintely will not buy to 5 – Definitely will buy

23. What is the future of brand websites within the mix?Cracking the Code

24. A marketing strategy is needed that will fit into the high reach and high engagement zone (upper right corner). The brand website has the capacity to be just that if it is leveraged correctly. ?? Brand Website WOM Engagement-High Review Sites Email Blogs Reach-High Reach-Low Print Social Networks Online Ads Engament-Low TV Ad Outdoor

25. The brand website already receives high value behaviors and attention when customer feedback is implemented, but reach can be the challenge. Brand Website Engagement-High Review Sites Email WOM Blogs Attention -High Attention -Low Print Social Networks Online Ads TV Ad Engament-Low Outdoor

26. Could this be the New Marketing Model? Brand BrandWebsite BlogsSocial NetworksMicro-SitesOnline AdsForums TVRadioPrintOutdoor Engagement Strategy Reach Strategy

27. Conclusion – The End Game High High High = Reach Attention Engagement Customer The Brand Websitehas the potential to operate at a high level and deliver on all three marketing components.

28. Micro Landscape The Power of the Brand Website Where does the power come from?In what ways can the brand website be leveraged? Will the brand website ultimately become the greatest asset for marketers?

29. Brand Websites Take on Many Roles and Multi-Task… The brand website is the beacon of the brand and is quickly becoming the center of the marketing hub, as consumers interact with the website on a more frequent basis.The versatile nature of brand websites is such that they can take on the role of an integrated tool for larger marketing strategies (example – mycokerewards.com) ProductInformation Customer Service RelationshipBuilding Loyalty Program Branding Influencing(Persuasion) Entertainment Sales Promotion

30. Brand Websites Build Brand Equity at All Levels Compared to other media and marketing strategies, the brand website moves the needle at all levels of brand equity. Next, let’s review the level of brand equity building…

31. Power of Brand Website – Visitor Quality Engagement The brand website is a dark knight within the competitive battlefield. It offers up the opportunity to interact with and influence non loyal users. Competitive Battlefield Medium AffinityMulti-Brand Users Low AffinityCompetitive Users 10%-15% Visitors 45%-55% Visitors A Great Asset to Capture Market Share Source : crmmetrix SiteCRM™ norms

32. Brand Websites Drive Lifts in Purchase Intent + 4.5% Pre-Visit (control) vs. Post-Visit (test) Source : crmmetrix SiteCRM™ norms

33. Brand Websites Drive Lifts in Purchase Intent Acquisition & Conversion (Lifts Market Share) Low Affinity(Competitive Users)+3.1% Medium Affinity(Multi Brand Users)+3.2% Pre-visit vs. Post-visit Pre-visit vs. Post-visit Source : crmmetrix SiteCRM™ norms

34. Consumer Purchase After Visiting Brand Website (Claimed) On average, brand websites have a purchase influence of 33% to 41%. High AffinityBrand Loyalists Low AffinityCompetitive Users N = 960 (100%) N = 740 (100%) Claimed Purchased = 72.9% (700)Average Spent Most Recent Purchase = $44.03Site Visit Purchase Influence = 53.03% Claimed Purchased = 37.8% (280)Average Spent Most Recent Purchase = $39.10Site Visit Purchase Influence = 51.43% Source : crmmetrix SiteCRM™ projects

35. Brand Website Contributes to Incremental Purchase

36. Brand Websites Drive Incremental Purchase Growth in Share of Wallet $$ (Category Spend/Brand Spend) Source : crmmetrix SiteCRM™ projects

37. Brand Websites Drive Incremental Purchase Growth in Purchase Frequency After Site Visit Source : crmmetrix SiteCRM™ projects

38. 31 Brand Website Builds Brand Health

39. Brand Websites Build Positive Brand Opinions I feel much better about the brand CRM Metrix NormsNet Lift = +13% Corporation 1 NormsNet Lift = +23% Corporation 2 NormsNet Lift = +17% Source : crmmetrix SiteCRM™ projects

40. Brand Websites Build Brand Image Perceptions Is a brand I trust Is high quality Is credible Is a leading brand Is a cool brand Site : 1 (100% Positive Lifts)10/10 Image Attributes Site : 2 (90% Positive Lifts) Site : 3 (80% Positive lifts) Site : 4 (50% Positive Lifts) The majority of brand websites measured drive lifts in brand image perceptions Source : crmmetrix SiteCRM™ projects

41. Brand Websites Build Customer Relationships

42. Brand Websites Build Customer Relationships Customer Retention Index™ – Driving EngagementSatisfaction, Revisit & Recommend Website Site : 1 Site : 2 Site : 3 Now this is a Relationship Building Performance Source : crmmetrix SiteCRM™ norms

43. Brand Websites Drive Word Of Mouth

44. Brand Websites Drive Buzz Potential 6.0% Promoter Growth 9.75% NP®S Growth Source : crmmetrix SiteCRM™ norms

45. Brand Websites Drive Brand Recommendation Intent Brand Websites are a buzzworthy platform to kick start word-of-mouth campaigns +5.5% +5.7% +5.2% +4.9% +4.5% Site 1 Site 2 Site 3 Site 4 Site 5 Brand Recommendation Lifts Source : crmmetrix SiteCRM™ projects

46. Lastly, The Untapped Power of Brand Websites ConsumerIntelligence

47. What is the status today? Interactive Departments focus solely on the marketing success of brand websites. Moving forward they need to acknowledge the power of consumer intelligence and make this asset available to other areas of the organization. What type of consumer intelligence can the Interactive Department provide? Brand Satisfaction Tracking Product Improvement Ideas Category Pulse Reviews & Testimonials Trend Spotting Brand Extension Ideas Competitor Performance Pulse Market Research

48. Reverberating Once Again… The Brand Website Could be the ‘New Knight’ in Shining Armor Within the Media & Marketing Mix The new changing consumer behavior seems to be pointing towards this trend.

49. Conclusion – The End Game The Next Generation Media & Marketing Strategy High High High = Reach Attention Engagement Customers The Brand Websitehas the potential to operate at a high level for all three marketing components.

50. Key Takeaways… Brand websites are a marketing force to be reckoned with because... Brand websites are a versatile marketing medium that undertake many roles and perform a variety of tasks. Brand websites are a unique marketing platform that speak to all levels within the brand equity pyramid. Brand websites have the ability to contribute to market share gains and influence multi-brand and non-brand users to consider the brand. Brand websites provide the opportunity to engage in a two-way conversation between consumers and the brand. Brand websites drive purchase intent lifts in conjunction with other media exposures.

51. Thank You!Question & Answers CRM Metrix Consultants Hemen Patel CRM Metrix, Inc. PresidentTel : 201-617-9889Email : hpatel@crmmetrix.com Russ Shirley CRM Metrix, Inc. (Cincinnati)Tel : 513-234-4460Email : rshirley@crmmetrix.com Kimberly Struyk CRM Metrix, Inc. Director, Client ServiceTel : 201-617-8181Email : kstruyk@crmmetrix.com Ike Brunner CRM Metrix, Inc. (Cincinnati)Tel : 513-234-4468Email: ibrunner@crmmetrix.com CRM Metrix, Inc. 700 Plaza Drive, 2nd Floor, Secaucus, NJ 07094 Tel: 201-617-9889 / Fax: 201-617-8588 :: www.crmmetrix.comNew York – Cincinnati – Paris – Mumbai - Singapore

52. A Presentation by CRM Metrix, Inc. About CRM Metrix, Inc. CRM Metrix is a global market research company offering leading digital market research solutions that are used by leading brands:A one of a kind company with offices in New York, Cincinnati, Paris, Mumbai and Singapore. CRM Metrix offers a full range of digital market research solutions to help brands make the best decisions at all stages of the digital marketing development process and to maximize the return on their digital marketing investment. Digital marketing covers all areas of the brand website, online ads, online campaigns, email CRM programs, social media, online sponsorships, micro sites, etc. CRM Metrix is committed to working with clients to "measure what matters" to your digital marketing success. With our full range of digital market research tools, you will know that you are making the best decisionat all stages of the digital marketing development process. The Minute Pitch - With any digital media or marketing strategy, CRM Metrix solutions offer: Pre-Launch1) Concept Development2) Concept Testing, Screening and Optimization3) Usability Research Post-Launch1) Measure Performance of digital strategy2) Evaluate contribution (ROI) of digital strategy3) Optimize digital media or marketing strategies