Smaller brands can market themselves effectively online and see successful lead generation, according to a new report.
Smaller brands can market themselves effectively online and see successful lead generation, according to a new report.
The study by comScore looked at brands that have a category buyer penetration of around five per cent or less, who would normally not be able to launch advertising campaigns on television or radio and get value for money.
Dr Magid Abraham, chief executive officer of the company, pointed out that online adverts for smaller companies are a cost-effective way of marketing and offer a much greater ability to target customers than television.
He said: "The good news for brands in these types of smaller categories is that they may be able to advertise affordably for the first time by using the internet."
By investigating the efficiency of targeting the top 20 per cent of customers who are most likely to buy a smaller brand's product, the report found that campaigns can reach up to 84 per cent of a company's target market.
Dr Abraham commented in a recent post on the comScore blog that the company has begun focusing its research on emerging markets in
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