Digital communication is growing so rapidly, there are few companies for whom it does not play a part in their brand communication. i to i research uses very specific techniques to track digital communication.

To enable companies to make sound investment decisions about digital communication, it is critical to understand the influence the channel is having on the propensity to consider, buy and recommend compared with traditional media. What is more, it is important to understand the additive effect that digital advertising can have when seen in conjunction with complementary communication in other media.

Although digital advertising would like to connect with large audiences online, it cannot match the reach achieved by advertising in traditional channels, like television and the national press. Consequently, online research panels often cannot pick up an adequate number of participants to comment on digital communication. In order to provide robust feedback, specialist digital tracking techniques are required.

These include things like setting up intercept surveys and using specialist digital panels. To deliver real insight into digital communication, i to i research has developed a series of such techniques, many of which are implemented with the help of Lightspeed Research, our fieldwork partner, who have exceptional skills in digital evaluation.

• Digital case history – Philips Norelco electric shaver

For more information on how we could help you with evaluating digital communication, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 3178 2160.