Although site design is frequently mentioned as a source of differentiation, the study argues that design is generally not a sustainable advantage, since the look and feel of a site can easily be copied. Better knowledge and a critical mass of customers also makes a Web site more attractive for advertising, marketing, referrals and supplier agreements all of which can generate supplemental revenue. According to the study, successful online brands are built on much more than advertising. To create a strong brand, retailers must deliver a flawless experience to the customer at all points of contact. This includes everything from the number of page views required to reach the product catalog, to fast and accurate fulfillment.
Most retailers emphasize that offline presence is critical to building online brands.
Study participants say they find TV, radio and print advertising successful in driving traffic. Shortening the Marketing Learning Curve Internet retailers have the unique ability to track traffic on their Web site. This enables retailers to understand the value of their online marketing efforts and receive immediate feedback on their sites. Sites that monitor traffic patterns will be able to shorten the marketing learning curve, and thus target marketing spending to the most efficient mechanisms. In fact, contextual marketing is cited as one of the most important advantages that online retailers have over their offline counterparts.