Providing market research reports, industry analysis, company profiles and country reports for strategic planning, competitive intelligence, marketing and business research.
Search for Market Research Reports:    

Innovative Online Food and Drinks Marketing: Building brand and customer relationships online

Published by: Business Insights

Published: May. 19, 2009 - 113 Pages


Table of Contents


Executive Summary
Consumers online
Corporate and brand websites
Search & display
Marketing on Web 2.0
Chapter 1 Consumers online
Summary
Introduction
Rising media consumption
The growth of time spent online
Internet penetration
Internet usage
Online demographics
Changing online behavior
Online marketing expenditure
Online advertising segments
Advantages of online advertising
Online marketing for consumer packaged goods
Conclusions
Chapter 2 Corporate and brand websites
Summary
Corporate websites
Brand destination sites
Advergames
Entertainment-based websites
Edu-taining websites
Audio and video
Quizzes
Tips
Interactivity
Online customer loyalty programs
eCommerce sites
Online couponing
Conclusions
Chapter 3 Search & display
Summary
Search engine marketing
Display advertising
In-text advertising
In-game advertising
Pre-roll ads
Mobile marketing
Conclusions
Chapter 4 Marketing on Web 2.0
Summary
Social network marketing
Profile of users
Types of advertising
Applications
Niche networks
Brand opportunities
Instant message marketing
Marketing with user-generated content
Online video
Blogging
Co-creation
Conclusions
Chapter 5 Conclusions
Summary
Targeted and personalized
Engaging and enriching
Creative and analytical
Chapter 6 Appendix
Glossary of terms
Index
List of Figures
Figure 1.1: Hours spent online by country, 2007
Figure 1.2: Number of Internet users in selected developed countries, 2008
Figure 1.3: Number of Internet users in top 15 emerging markets, 2008
Figure 1.4: Internet penetration and usage by country, 2007
Figure 1.5: US Internet penetration by age group, 2005-08
Figure 1.6: Niche food sites Delish and HowTV
Figure 1.7: European online advertising expenditure, 2005-06
Figure 2.8: Motivations for visiting FMCG websites in the US, 2007
Figure 2.9: Website for Coca-Cola Great Britain’s Let’s Get Together
Figure 2.10: Top 10 food and drink company websites in the US, Q3 2007
Figure 2.11: Website for M&M’s Joint the Hunt
Figure 2.12: Website for ICBINB’s Now You Know Better
Figure 2.13: Website for Beck’s Live Studio
Figure 2.14: Unilever’s Sprays in the City & Spraychel webisodes
Figure 2.15: Lacta’s Love at First Site webisodes
Figure 2.16: Website for Budweiser’s Bud.tv
Figure 2.17: Website for Knorr’s Beat the 3pm Slump
Figure 2.18: Loyalty site for My Coke Rewards
Figure 2.19: Loyalty site for Bud Bucks
Figure 2.20: ecommerce site for M&Ms
Figure 2.21: eCommerce site for Heineken’s Jouw
Figure 3.22: Searchers vs non-searchers visiting FMCG websites in the US, 2007
Figure 3.23: Banner ad for Coors Light Happy Hour
Figure 3.24: Coca-Cola’s Coke Bubbles widget
Figure 3.25: In-text advertising for Kraft’s Oreo brand
Figure 3.26: CC Metro virtual world advertising
Figure 3.27: Sprite’s The Yard mobile website
Figure 3.28: Hill’s Pet Nutrition location-based marketing
Figure 3.29: Coca-Cola’s Spin the Coke app
Figure 4.30: Penetration of social networking sites by age, US
Figure 4.31: PG Tips’ Monkey fanpage on MySpace
Figure 4.32: Coca-Cola’s Fanta Mug Mash Up application
Figure 4.33: BakeSpace, an example of a niche social networking site
Figure 4.34: Pepperidge Farm’s Art of the Cookie website
Figure 4.35: Coca-Cola’s MSN Messenger advergame
Figure 4.36: SABMiller’s travel blog
List of Tables
Table 1.1: Hours spent online by country, 2007
Table 1.2: Number of Internet users in selected developed countries , 2008
Table 1.3: Number of Internet users in emerging regions, 2008
Table 1.4: Number of Internet users in top 15 emerging markets, 2008
Table 1.5: Internet penetration and usage by country, 2007
Table 1.6: Internet usage and page views by country, 2007
Table 1.7: Number of broadband subscribers by country, 2002-2012
Table 1.8: US Internet usage by age group, 2008
Table 1.9: European online advertising expenditure, 2005-06
Table 1.10: US online advertising segments, 2007-08

Abstract

Innovative Online Food and Drinks Marketing

Building brand and customer relationships online

Report Overview

...In Europe and North America there has been a huge increase in the amount of time spent online, propelling the internet to second place in terms of media consumption, second only to the television. Online advertising is increasingly being used by food and drinks companies to build relationships with their consumers that are not merely based on products. The internet also provides a variety of innovative ways in which to sustain those relationships over time.

Food and drinks companies are increasingly adopting rich media ads and contextual, in-text and in-game advertising all of which are helping to produce more targeted, interactive content for users. As consumers move on to Web 2.0 and increase their use of social-networking and sharing sites, food and drinks companies need to understand how to utilize these applications to target their audience effectively.

Innovative Online Food and Drinks Marketing: Building brand and customer relationships online’ is a report published by Business Insights that provides insight into online marketing strategies. This report analyzes consumer and manufacturer drivers and NPD in the key markets of Europe, Japan and the US.

Key Findings

...Internet penetration is highest amongst teenagers but Internet usage (in terms of hours spent online) peaks amongst the middle aged. Differences between the genders are disappearing as women catch up with men.

The number of hours that people spend consuming media, including online, is rising. Online is the fastest-growing medium and is now second only to TV in terms of timespend.

There are almost 0.6 billion Internet users in the developed world and almost one billion users in emerging markets. That's 72% of the population of the former and 20% of the latter.

Expenditure on online advertising in Western Europe and North America reached $35bn in 2008. This figure is expected to continue growing strongly during the recession.

Use this report to...
  • Gain insight into the current and future online advertising technologies and analyze the advantages and disadvantages of different types of online advertising for use in the food and drinks industry.
  • Examine the many online advertising opportunities and gain insight into the number of users and their usage rates, as well as the growth and segmentation of the online marketing sector.
  • Discover how to build long term customer relationships with this report’s analysis of trade press, industry blogs, entrants to online advertising competitions and ad agency portfolios.
  • Identify key trends that are shaping the online food and drinks market and how this might impact on future online marketing campaigns.
Key issues...

User-generated content. Food and Drinks brands are utilizing this low cost creativity by encouraging users to co-create and promote advertisements as well as new products and packaging designs.

Personalization. Companies can target particular consumer groups by personalizing display ads and using sites popular with the specific target group.

Social networking. The growth of social networking is particularly widespread amongst the younger age groups. Food and drinks companies are capitalizing on the growth of this trend by advertising on sites such as facebook.

Instant Messaging (IM). Instant messaging is beginning to replace email for a number of consumers to become the top online activity. Whilst difficult to execute IM marketing can be beneficial for companies investing in this media.

Your questions answered...
  • What are the latest types of display ad to be used by food and drink companies?
  • Which market is most geared towards winning and maintaining customer loyalty online?
  • How have food and drink companies turned advergames into a marketing technique that appeals to both adults and children?
  • What proportion of visitors to food and drink company websites arrive via a search engine?
  • Which form of new media marketing has the greatest potential reach?
  • How can food and drinks manufacturers position their products to capitalize on the key areas of growth in online marketing?


Get Full Details About This Report >>
US: 800.298.5699
Int'l: +1.240.747.3093
Buy this Report
Price and Delivery Options
Search Inside Report


 

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 250,000 market research reports, company profiles and country profiles from over 650 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.

 

© MarketResearch.com 2010