UK dotcoms wasting millions on mainstream ads

British dotcoms splurging millions of pounds on traditional advertising have wasted their money and failed to win customer loyalty.

UK dotcoms wasting millions on mainstream ads
New economy branding consultancy Headmint said a snapshot survey on internet portal Lycos, Net retailer Jungle.com and online bank first-e showed that "dotcoms are not building crucial loyalty-based relationships with consumers." The survey said despite spending £11.5 million on advertising, 68 per cent of 1,000 adults questioned had not heard of Lycos and only 11 per cent claimed to be familiar with the brand. It also said 75 per cent of respondents were unaware of Jungle.com , which had spent £8.5 million on advertising. First-e scored worst of all, with 89 per cent unaware of the brand following an advertising campaign worth £6.5 million.

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