Bad Websites Hurt Brands, Conference Is Told

Mike Bloxham, chairman of the Internet Research Company, told the 3rd Media International/Objective Research Conference that bad websites do more to harm a brand than bad ads.

Speaking at the conference, held at London’s Landmark Hotel, Bloxham also pointed out that while the potential for positive ad impacts on websites is high, the potential for negative impacts is possibly higher.

The broad theme of Bloxham’s speech, which focused on consumers’ views of internet media and marketing, was that if the web was going to be used by companies then it must be done in a wholehearted and committed manner. He pointed out that people initially think companies on the web are cutting-edge but if it shows that they have a website “just to have a URL on their headed paper” they will lose all credibility.

In terms of the medium’s overall plus points, he said site visits are a conscious, pro-active choice which takes time, effort and money. There is, however, an expectation that if a company has a presence on the web then it should be a good site.

The reward for sites which are found to be useful is that they will deliver a core of regular users.

The second day of the conference, which takes place today, will cover integrated marketing communications, developments in international research and a summary of worldwide trends in readership research.