comScore: Branded websites increase marketing efforts

Forget display ads, paid search and even online video. A recent report from comScore indicates that branded websites are the #1 thing that will improve the marketing efforts of a brand. This doesn’t mean that display ads, video and paid search don’t have their place, however. All of these aspects improve the performance of a branded website in providing the consumer content, offers and information.

by Kristina Knight

The study finds that branded websites helped to improve brand awareness and recall, brand favorability and sales. According to researchers, patients who visited a branded website were more likely to trust that brand.

Getting the patient to the website, however, calls for a marketing strategy and that strategy must include both online and offline ads.

“It’s important to realize. . .that visits to a brand web site are achieved through the use of a variety of offline and online tactics, such as online banner ads, search and offline advertising,” said Bridget O’Toole, comScore executive vice president. “This is why it is essential for marketers to develop fully-integrated campaigns that not only raise awareness and educate consumers but that also drive visitation to a site.”

The report deals specifically with pharmaceutical marketers, however, the results can be applied to other categories.