France Online: Where Brand Matters

Abstract

Ranked by number of Internet users, France is one of the world' s top 10 countries - it is also one of the most brand-conscious. Both consumers and marketers seem peculiarly sensitive to the power of brands, online and off.

The France Online report analyzes how the country' s infatuation with brands is reflected in ingenious digital strategies.

Some French sites, capitalizing on consumers' attachment to brands, offer Web users a single access point for information on thousands of brands and their promotions, as well as the chance to vote for their favorite products or share their brand preferences with friends.

But brands themselves are facing difficult choices during the economic crisis.

Many well-known brands are shifting their marketing emphasis, aiming to make life easier for consumers and provide added value at a time when individual and household budgets are stretched. And brands that do not sell online are developing new digital approaches that drive customers to brick-and-mortar stores.

• How are French marketers using the Internet to encourage consumer dialogue?
• What do French consumers expect of brands online?
• How do Internet users in France engage with luxury brand Websites?
• What new strategies are French marketers using to inform and motivate their audiences?
• And many others.....

The France Online report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make fast, whip-smart business decisions.