How To Build Brand Equity Without Huge Advertising Costs

Story:

According to a new study by Andersen Consulting, the best ways to reach the online buying public --- are the same ways you would use to reach the offline public. First, discover who your real customers are and then tailor their online experience at your site to meet their expectations.

As many as one-third of online consumers are more interested in these characteristics of your site than price:

• Web site speed
• Ease of use
• Security
• Overall brand selection (for retailers)

The study was conducted among more than 2,000 online purchasers in 17 different industries.

Analysis:

None.

Link:

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