Despite the deluge of money online companies spend in advertising, as witnessed during the Super Bowl, the goal of developing a loyal following remains elusive. But throwing more money at the problem will not make it go away. In fact, Pricewaterhouse Coopers discovered flashy ads touting clever phrases had little to do with why people return to a site. Online users revisit sites because:
- They like or enjoy the content.
- The site provides a useful service.
- Navigation on the site is easy.
- Up and downloads are quick.
- They like the company or brand.
Ads featuring dancing chimpanzees did not make the list. (http://www.pwcglobal.com.)