Brand engagement online is 'important'

Brand engagement online is viewed as important or extremely important by media specialists, statistics show.

From the 227 UK and US media planners and buyers questioned, 57 per cent viewed brand engagement as important or extremely important, whereas 54 per cent felt the same regarding conversion rates, research from Maxifier has found.

Jonathon Shaevitz, chief executive officer at Maxifier, said: "The research highlights the importance agencies still place on performance for online advertising campaigns, whether they are conceived as brand awareness or direct response campaigns."

Mr Shaevitz emphasised that optimisation is becoming a key part of marketing campaigns online, with clients, publishers and agencies liaising to ensure the correct course of action is being taken.

Maxifier's research follows advice from Alchemy Worx's Riaz Kanani, who recommended that firms which successfully use email marketing can reach a higher number of people for less money than other channels.

Mr Kanani explained that email inboxes are often "competitor-free".

Posted by David Roberts