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For B2C Marketing Professionals

How CPG Web Sites Should Use Video

Using The Online Video Product Scorecard To Identify Best Practice

November 8, 2010


  • By Nick Thomas
  • with Mark Mulligan,
  • Annie E. Corbett

Why Read This Report

Over the past year, our video strategy series has presented the business case goals and best practices for building video products and adding video to your Web site. This report demonstrates how Forrester's online video product scorecard enables sites — in this case consumer packaged goods (CPG) sites — to benchmark their efforts by comparing their use of video to best practices from market leaders across all categories. Based on our study of more than 125 leading consumer Web sites, we can identify strengths and weaknesses for both individual sites and industry verticals and provide focused, actionable advice to content and product strategists to ensure that sites meet evolving consumer needs.

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Tools And Templates

Models and Calculators

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  • How Can You Appeal To Those Of Your Consumers Who Are Watching Online Video?
  • Scores Vary Significantly By Industry Vertical
  • CPG Sites Score Below The Industry Averages

Table of Contents

  • Introducing Forrester's Online Video Product Scorecard
  • CPG Sites Should Create Great Video Content

  • CPG Sites Must Focus On Quality For Both Video Content And Delivery
  • Related Research Documents