Fleishman-Hillard, in conjunction with Harris Interactive, recently announced the results of the Digital Influence Index (DII) - a study designed to track and measure the influence and impact of the internet on consumer behavior and decisions in the UK, Germany and France.
Key findings include the following:
"The research shows that the Internet stands out as the most important communications medium in the lives of European consumers today," said Dave Senay, president and chief executive officer of Fleishman-Hillard . "But there's a mismatch between the growing impact of the digital channel and the proportion of marketing and advertising resources organizations allocate to it, relative to other media. This study provides insights across a wide range of consumer behaviors and decisions that will help communicators be more strategic in their marketing mix.
"At the same time, we need to be mindful of consumer concerns about safety and trust," Senay noted. "That underscores the need for transparency and open, honest representation in our online engagement with consumers."
"This study was launched to provide marketers and other communications professionals with an annual platform for evaluating the evolving role of the Internet in decisions that help shape consumers' lives," said Brian McRoberts, vice president, Fleishman-Hillard Digital Research. "It was developed to be easily replicable over time and applicable across cultural barriers. Many of these insights into consumer behavior can aid in planning the specific brand- or corporate-level approach to engaging the public via the Internet."