May 19, 2009

Defining A CPG Web Site Strategy

Marketing Leaders Must Define Web Sites' Role In Each Brand's Marketing Mix

by Lisa Bradner

with Megan Burns, Christine Spivey Overby, Jennifer Wise, Erik Hood

Executive Summary (This is a document excerpt)

CPG Web sites continue to be a mecca for consumers searching for coupons and deals — and in today's economy, those activities are likely to be more popular than ever. However, many CPG Web sites can — and should — do more than provide cents off. For marketing leaders, the trick is to prioritize investment across a portfolio of sites by defining which sites should truly be their brand's digital hub and which brands may not need a Web site at all.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.