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Online Branding Tactician’s Guide: Optimization Becomes Critical

Published by: Jupiter Research Corporation

Published: Apr. 8, 2004 - 23 Pages


Table of Contents


  • Executive Summary
  • Landscape: Branding a Significant Component of Online Ad Spending
  • Outlook: Online Branding Becomes Distinct Practice
  • Mandate: Focus Efforts on Building Specific Brand Values at Particular Stages
  • Case Study: Coca-Cola Drives Loyalty via Music Program
  • 12 Report Methodology


Abstract

Branding campaigns will become a major driver of online advertising growth over the next five years. Online branding is an ongoing data-driven management process focused on optimization, and not merely a copy of off-line branding. Marketers that understand this quality will find the greatest return on their investment.

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