The right way to build a brand website

I've been working with our traditional advertising teams a lot lately, trying sell in the idea of rich online experiences. I know...it's not 1998, but yes, I still have to sell that in to some of our teams.

The best way I've been able to approach the subject is from the consumer marketing lifecycle. A lot of our advertising, from print, ooh, tv, online, etc., is strictly awareness. Then, we drive consumers directly the retail website, asking them to make a purchase. We skip the entire "consideration" phase:



The online channel can give consumers a chance to spend more time with the brand, ultimately pulling them through consideration and into purchase. If you don't allow consumers to spend time understanding why they need your product or service, you're nothing more than a used car salesman. Here's our product...now BUY IT!!!

By leveraging the power of the web, and creating visually stunning interactive experiences that help drive your message through to consumers, you're ultimately pulling more through consideration into purchase, and I believe your marketing dollars are being put to work.