| 
Austin, TX – May 22, 2006 – Powered, Inc., the leading
provider of online consumer education programs for Global 2000 brands,
today announced the results of an independent industry study showing
that sponsoring online educational programs for consumers produces
a far greater ROI than comparable marketing dollars spent on traditional
media advertising or direct marketing. According to the study entitled
Consumer Education Produces High ROI, consumers reached through
online educational programs purchase significantly more and have
a more favorable perception of the brand because of the experience.
“Online consumer education produces phenomenally high ROI
for advertisers over traditional marketing campaigns,” says
Bill Harvey, report author and CEO of Next Century Media. “Our
research found that consumers who participate in sponsored educational
programs tend to view the sponsoring brand favorably, and are very
likely to buy the company’s branded products after the experience.
This is consistent with the results of our other work on ‘Gratitude
Sponsorship’ – giving consumers content they want with
only a ‘brought to you by’ message, without advertising.”
To determine the effectiveness of online consumer education as
a marketing channel, Next Century Media analyzed surveys of nearly
200,000 consumers who participated in online education programs
in 2005. Key findings include:
- Consumers who complete courses are 29 times more likely to buy
the sponsor’s products compared to traditional media advertising;
- Consumers who participated in online education programs are
5 times more likely to buy the sponsor's products compared to
direct marketing;
- 20% of consumers will purchase a product as a result of their
experience;
- 97% of students are satisfied with the experience;
- 90% are likely to recommend the experience to a friend;
- 94% have a more favorable perception of the brand because of
the experience.
“Our clients have consistently told us they are extremely
satisfied with the results of the programs we deliver for them,
but this study proves online consumer education produces real ROI
for advertisers and marketers,” says Dave Ellett, Chairman
and CEO of Powered. “Consumers have proven they prefer to
be approached by advertisers in alternative ways that let the consumer
engage on their own terms, rather than being bombarded with irrelevant,
invasive messages.”
Online education also reaches consumers that previously had little
or no awareness of a company’s brand – either not having
been reached by traditional advertising, or having been unengaged
by it. Almost two-thirds of respondents were unfamiliar with the
sponsoring company’s brand before participating in the educational
experience.
To receive a complete copy of Consumer Education Produces High
ROI, visit the Powered Web site at http://report.powered.com.
About Powered, Inc.
Austin-based Powered, Inc. is the market and technology leader in
online consumer education. Powered provides a proven way for the
world’s largest brands to use online education to drive sales,
build brand loyalty and deliver a significantly higher ROI than
other marketing programs. Manufacturers, retailers, media properties
and web publishers also rely on Powered to gain new insights into
consumer attitudes and buying behavior. Powered clients include
Atkins, BusinessWeek, Gateway, HP, P&G, and Sony among
others. For more information, visit www.powered.com.
Powered is a trademark of Powered, Inc. All other
company and product names mentioned are used only for identification
and may be trademarks or registered trademarks of their respective
companies.
Back to News |
