Report

July 2001

The CPG Digital Marketing Gap

Jim Nail 		Consumers have integrated the Web into their household routines. But CPG marketers haven't kept up. The time has come for grocery products to close the gap by taking advantage of new ways to touch consumers.
by Jim Nail with Chris Charron, Gregory Flemming, Ph.D., Kimberly Chaskey Toedtman

MARKET OVERVIEW
  • 44% of consumers use the Web for grocery-related tasks.
  • 87% of brand Web sites lack one of consumers' top desires: promotion, samples, or product information.
ANALYSIS
  • Consumer activity, online ad impact, and low prices ripen CPG online market opportunities.
  • Product categories need different digital marketing mixes.
ACTION
  • Use the brand site to solicit consumer feedback.
  • Make interactive specialists part of the planning team.
WHAT IT MEANS
  • The quality of consumer attention replaces reach.
  • Ad agencies team up with Hollywood talent moguls.
 
Figures & Data
  • Figure 1.  Consumers Use The Web For Everyday Tasks
  • Figure 2.  Brands And Consumers Don't Connect Online
  • Figure 3.  Banners Have An Impact Across The Brand Metric Cycle
  • Figure 4.  Consumers Relate To Brands Based On Loyalty And Purchasing Trips
  • Figure 5.  Mainstays Focus On Email
  • Figure 6.  Informed Purchases Cement Current Users
  • Figure 7.  Weekly Specials Target Reminder Moments
  • Figure 8.  List Fill-Ins Capture Usage Occasions
   
RELATED MATERIAL 
  • Data Sources And Methodology
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • Marketers should gift-wrap their messages.
  • Email stalkers beware.
  • Advertisers chicken out on big ad units.

 

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