It's
a Woman's Web
This article describes the growth of women online (43% in
1998), and how sites and advertisers can capitalise on this
demographic shift. The idea of building online communities
is again raised as more effective than other types of online
advertising - particularly for women. [15 September 2002]
Banner
Biorhythms
This article questions whether there is seasonality in online
advertising spend as there is with traditional media. Although
too early to tell exactly if and what the pattern is, it
is likely that time will paint a clearer picture. Consumer
goods overtook technology advertisers for the first time
at 32% of online spending. [8 September 2002]
Digitizing
Dinner
This article points out the fact that despite the majority
of research analysts opinions that packaged-goods firms
are wasting their money building product sites, nearly every
FMCG manufacturer has a web presence. Increased sales have
been evidenced from these content-rich product sites. Two
options for having an online presence are described:
1. Overall web presence eg. P&G
2. Concentrating on a major content-rich site eg. Unilever
[1 September 2002]
FMCG's
Set to Spark New Era for Internet Activity
This article describes how Internet advertising revenues
have been estimated to increase by 45% in 2002, thanks largely
to the big FMCG brands. This has been triggered by two shifts:
1. A move from token web sites to more strategic advertising
activities
2. The introduction of broadband Internet [25 August 2002]
Persuading
the Big Brands to go Online
This article describes how the Internet advertising industry
grew 266% over 2000 due to a slight increase in banner advertising
and increased use of the Internet as a brand building tool.
Tactics used to get the big brands to more fully utilise
this medium have been:
1. An implementation of Internet advertising standards
2. The rationalising of some companies to improve their
reputations
3. A focus on integrated marketing [18
August 2002]
Creative
Thinking Could Bring FMCG Ads to the Rescue
This article describes the trend of what were previously
large on-line spending advertisers withdrawing from the
practice and the hope of ad servers that FMCG companies
will step in to fill the gap.
In order for this to happen, however, it is recognised that
current practice needs to change in order to make on-line
advertising effective and worthwhile.
New and creative solutions need to be found and a more progressive
pricing model, closer to that of airline seating, needs
to be adopted so that on-line advertising can be financially
justifiable. [11 August 2002]
Direct
Mail: Big Brands Turn to Direct Media
This article describes the trend among FMCG manufacturers
towards an increased spend on direct marketing and Internet
activities at the expense of other marketing communications
tools.
Several examples are given of how the big brands have been
putting the Internet to good use for interacting directly
with customers, particularly those who do not respond to
mass marketing efforts because they need different messages
to motivate them.
It is said to be most appropriate when the target market
is clear so you know exactly what they will be interested
in (otherwise they will just ignore the messages) and in
conjunction with other above-the-line media.
[4 August 2002]
The
End of Mass Marketing
This article describes the future of marketing and selling
low involvement consumer products as lying in one-to-one
marketing rather than the mass marketing/brand advertising
methods of today.
Implications for manufacturers, retailers, and consumers
are spelt out and new scenarios suggested. Mass customisation
is described as the future for FMCG manufacturers.
[28 July
2002]
Related
Sites:
Peapod (the Chicago
based home-delivery service referred to in the article)
How
Net Benefits Persuaded Unilever to take Brands On-line
This article discusses the emergence of the Internet as
a major interactive media, using the recent deal between
Unilever and both AOL and Microsoft as evidence. [21 July
2002]
