CPG companies coming on strong on the Internet
The web is becoming a major avenue for consumer packaged goods companies’ marketing, says a new report from Nielsen/NetRatings. Nielsen/NetRatings reports that in the last year, online ad impressions by food and beverage CPGs have jumped 91%. In addition, the top 10 food and beverage CPG sites reached 8.8 million unique visitors, or 7%, of the active Internet population during May 2003.
"With home broadband penetration at 36%, CPG companies now have greater potential for utilizing rich media advertising to increase their branding efforts and web presence, in addition to providing consumers with useful content," said Dawn Brozek, Nielsen/NetRatings Internet analyst.
Nielsen/NetRatings’ CPG report singles out Kraft Foods as especially adept at utilizing the web to brand products. The company reports that Kraft owns five of the top ten food and beverage sites in May 2003.
A further indication of the growing importance of CPG companies online is the development by CoolSavings Inc. of an online coupon for CPG companies.
With the new offering from CoolSavings, CPG companies can integrate a customized coupon "micro-site" into their brand site. The micro-site provides a range of capabilities, including optional consumer registration and data collection, e-mail opt-ins and product sampling. In addition, manufacturers can collect consumer attitude and usage information through custom surveys and then automatically vary coupon values based on consumers` answers. The new product also allows for multiple simultaneous coupon printing.
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