Business
Effective e-Relationship Marketing
This study involved looking at the level to which FMCG companies
use their websites for relationship marketing activities.
It was found that while the companies thought that this
was one of the primary reasons for their websites, the minority
actually practised relationship-marketing principles, highlighting
that the majority are not utilising the Internet to its
fullest advantages but instead using it as another media
to perform mass media functions.
[29 September 2002]
FMCG's
Brand Site Visitation
This article proposes a framework for the likelihood of
consumers revisiting FMCG brand sites. As the primary objective
for these sites is to build brand awareness and recognition,
repeat visitation is important.
The
framework suggests that attitude towards the site is determined
by the interest, perceived complexity, and perceived ease
of use of the site. These three are moderated by a user's
web experience. Interest is determined by the perceived
value of entertainment, reward benefits and lifestyle information
contained within the site.
[22 September 2002]
Value
Added Marketing in the Digital Domain: Enhancing the Utility
of the Internet
This article provides a list of considerations to be aware
of when designing web site strategy and gives tactical suggestions
of techniques that can be used to achieve different marketing
objectives, which can be applied to FMCG manufacturers.
[15 September 2002]
Weaving
an FMCG Web
This article describes how FMCG companies can and should
use the web to their best advantage, in a number of areas
covering:
- Supply
- Distribution
- Sales
- Customer relationship management [8 September 2002]
Marketing
to the Digital Consumer
This article puts forth a business model which incorporates
five factors essential to success in digital marketing:
1) Attract
2) Engage
3) Retain
4) Learn
5) Relate
It states that the net has more potential for consumer goods
marketers than is generally thought, but that they need
to start better utilising its advantages to realise the
full advantages of an on-line presence. [11 August 2002]
Related Sites:
www.hothothot.com
Organising
for Digital Marketing
This article describes the four typical stages of development
that businesses go through as their marketing goes on-line:
1: Ad hoc activity
2: Focusing the effort
3: Formalisation
4: Institutionalising capability
Although likely to be more of a strategically planned move
in a large FMCG manufacturing company, the basic stages
are still relevant for the generation of the idea through
to implementation.
The
top five lessons for what works in the organisation of digital
marketing efforts are also given:
1: Getting it started is more important than making it perfect
2: Get Senior management involved early on
3: Manage conflicts with the rest of the organisation
4: Use external parties to bring in necessary skills
5: Adapt to younger staff, and let them play
Four
main sets of decisions that need to be made regarding the
organisation of a company's digital marketing are also given,
these are very relevant for FMCG manufacturers:
1: Formal/Informal
2: Centralised/Decentralised
3: In-house/Outsourced
4: Function or Product focused/Customer Focused
[4
August 2002]
Branding
on the Net
This article discusses the difficulties of branding on-line,
particularly for FMCG manufacturers. Points out that traditional
methods of television advertising, (eg. emotional appeals)
don't work, and neither do the established on-line methods,
(eg. banner ads). The concept of 'rational branding' is
introduced as a solution.
Also provides some interesting net advertising statistics
at the end. [28 July 2002]
Related Sites (eg.'s of rational branding):
Unilever's Ragu brand site
P&G's Clairol brand
site
Combining
On-line and Off-line Strategies
This article provides a framework for combining on-line
and off-line marketing strategies.
A classification of products is provided splitting products
into four groups based on the product and consumer types,
and gives specific strategy examples for each. [21 July
2002]
