By employing the Web to introduce the problems of IBM customers along with the company's solutions, situations come to life. At the same time, IBM's leadership position is demonstrated through interactive advertising by capturing the imaginations of competitors and the marketplace. Branding With Rich Media IBM has also been able to rise above the clutter through the use of rich media, at a time when fewer people are clicking on standard banners. The full story, message, and value statement is presented through the creative, without requiring the user to visit the company's website. This approach delivers a strong brand message regardless of user action.
Much anecdotal evidence suggests the success of rich media branding.
No need to even click-through, the messaging is complete. Aside from the research and industry anecdotes regarding IBM's online advertising, above average click rates, user interaction rates, and time spent within the unit have resulted from these creative executions. All enforce IBM's brand message. Further Branding Research Others have completed more exhaustive surveys to determine whether Internet branding works. Erica Baccus , president of Baccus Strategic Services in San Francisco, conducted focus groups with nine sets of Web-savvy professionals and consumers during the first few months of last year.