More and more research shows that display ads and in more general online branding is good for conversion.

If you only measure clicks, or even worse last-click, you miss the point of branding completely. People buy more easily when they know your brand or after seeing your display ads.

Check this article about engagement mapping from Microsoft advertising.

eMarketer recently published an article:  eMarketer seven strategies. In this article (starting from page 15) eMarketer shows even the impact of display advertising on Offline sales.

So people learn about your brand online and finally buy offline.

ps. I have business connections with eMarketer

Seems like the luxury Brand debate is coming to an end. Luxury Brands often do have a problem with the transparency and accessibility of the web. Because they do have a reputation to protect. And they need to stay exclusive.

However this does not mean luxury Brands can ignore the the fast evolving changes in digital branding. Research shows that the luxury consumer is ready for 2.0 and they do have very high expectations.

Not meeting this expectations will definitely harm your brand. For a luxury brand, just ‘keeping up’ is not enough. You have to be outstanding.

Beth Uyenco, Research Director for Microsoft Advertising comes with the following Luxury Brand Engagement Model:

• ‘Awareness’ To stay in line with the offline communications, and to deepen the brand experience with interaction, your web presence needs to be of top quality.
• ‘Admiration’ Luxury Brands need to exceed expectations and do also have to communicate on an emotional level.
• ‘Exploration’ Similar to the in-store communications. Luxury customers will want a personalizes way of exploring the Brand and its products.
• ‘Consideration’ After the exploration phase, it is important to create engagement. In this stage it is very important to know who your future customer is, to deliver an exceptional service and to invite the customer to join the Brand.
• ‘Purchase’ Integration of offline and online will give the possibility to enrich the purchase experience. It is about helping to buy more efficient and/or making the purchase a remarkable moment.
• ‘Ownership’ There are many digital ways to keep and strengthen the relations with your exclusive customers.

(Thanks to Microsoft Advertising and frankwatching.com )