Brands Do Drive Online Market Share
Digital Quarters, a blog on Publishing 2.0, recently posted an analysis that showed that main stream media is losing online traffic share to new online entrants. The conclusion that Digital Quarters drew from this analysis is that “the great brands of old media aren’t proving out to be much of an asset online”. While the analysis is telling, this conclusion may not be accurate. In fact, it is very easy to demonstrate that, while main stream media brands may have lost share over the last year, they almost certainly would not have had that share in the first place without their brands. Further, as online media fragments with the infinite distribution available online, brands are more critical than ever to cut through the online clutter. This is because brands drive revenue as well as audience and that is the measuring stick that really matters.
27 June 2010 By Admin
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