Report

May 2003

CPG Digital Marketing Best Practices

Christine Overby 		Today's CPG digital marketing efforts cover the basics. Leaders will optimize four key digital touchpoints -- Web sites, email, promotions, and online advertising -- to reinforce brand attributes and drive deeper engagement across a portfolio of products.
by Christine Overby with Kate Delhagen, Carey Schwaber, Kimberly Chaskey Toedtman

MARKET OVERVIEW
  • 4.5 million visitors go to Kraft Foods' candystand.com quarterly.
  • CPG online ad impressions grew 568% from Q1 2002 to Q1 2003.
  • All of the 22 CPG megabrands that we audited have sites; three-quarters have email newsletters.
ANALYSIS
  • Procter & Gamble nails cohort marketing online.
  • Reckitt Benckiser offers easy-to-clip email coupons.
WHAT IT MEANS
  • CPG firms adopt lifetime value metrics.
 
Figures & Data
  • Figure 1.  10 Of The Top 15 CPG Sites Are Cohort Sites
  • Figure 2.  CPG Digital Marketing Tactics Today
  • Figure 3.  Basic And Advanced Best Practices For CPG Digital Marketers
   
RELATED MATERIAL 
  • Online Resources
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • Elvis is dead. Long live CPG digital marketing.
  • Beef peppercorn for vegans, and other fun meal ideas.
  • Brownie points drive downright addictive behavior.
  • And you want me to go to your site because . . .

 

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Analyst: Christine Spivey Overby
Document Type: Report
Archived Teleconference:
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Original air date: Wednesday, January 24, 2007
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