For CMO & Marketing Leadership Professionals

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	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

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Executive Summary

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.

TABLE OF CONTENTS

• Marketing Leaders Must Reconsider Their Web Site Strategy
• Too Many CPG Sites Fail To Engage Their Customers
• Maximize Brand Value With A Realistic Web Site Strategy

RECOMMENDATIONS

• Marketing Leaders: Promote Web Integration And Prioritization
• Related Research Documents

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