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CPG Online Marketing: Relationships Take OverProduct Type: Market Research ReportPublished by: eMarketer Published: February 2006 Product Code: R203-405 Description Attention: Marketers, Advertising Agencies, Online Content Sites, Portals and Financial Analysts.The CPG Online Marketing report shows how savvy CPG marketers are combining offline campaigns, coupons, sweepstakes and games with powerful database targeting techniques to build websites that engage a self-selected customer audience in long-term relationships that drive sales more efficiently than stand-alone television advertising ever could. In fact, today product sites are evolving into social networks—places where consumers sell one another on a brand's attributes. Key questions the "CPG Online Marketing" report answers:
The CPG Online Marketing report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to give you the comprehensive range of information you need to make well-informed advertising and e-business decisions. Table of Contents Impetus US Online Ad Spending by Packaged Goods Companies, 2004-2006 (in millions and as a % change) Overview Issues & Questions The eMarketer Outlook A. CPG Media Spending Online CPG Ad Spending Online Ad Spending by CPG Companies in the US, 2003 & 2004 (in thousands, as a % of total ad spending and as a % increase/decrease vs. prior year) US Online Ad Spending by Packaged Goods Companies, 2004-2006 (in millions and as a % change) Percent of Media Budget Allocated to Online Ads according to US Advertising Executives, 2004-2006 The Big Players Total US Ad Spending by CPG Companies, 2003 & 2004 (in millions and as a % increase/decrease vs. prior year) The CPG Media Mix Ad Spending by CPG Companies in the US, by Media, 2003 & 2004 (in millions, as a % of total spending and % increase/decrease vs. prior year) B. The Growing Interactive Influence Percent of Marketing Budget Allocated to Interactive Promotional Activity* according to US Marketers, 2004 vs. 2005 (as a % of respondents) Unmeasured* Ad Spending by CPG Companies in the US, 2003 & 2004 (in millions, as a % of total spending and as a % increase/decrease vs. prior year) Promotional Tactics* on which US Marketers Spent the Most Money in 2004 (as a % of respondents) Up-and-Coming Interactions Emergent Marketing Techniques that US Marketing Executives Use Currently or Plan to within Next Six Months, 2005 (as a % of respondents) Technology Ties Promotions and Consumers Area Where Technology Has the Most Potential and Value in Marketing Promotion according to US Marketers, 2004 (as a % of respondents) Potential Problems, Threats or Limitations Facing US Marketers Using the Internet for Promotional Programs, 2004 (as a % of respondents) Demographic Audiences that US Marketers Believe Are Most Receptive to Digitally Driven Promotional Campaigns, 2004 (as a % of respondents) C. Offline Marketing Moves Online Select Media Used by Packaged Goods* Companies in North America for Direct Marketing Campaigns, 2005 (as a % of respondents) Types of Promotion Offers Used by Packaged Goods* Companies in North America, 2005 (as a % of respondents) Consumers* in North America Who Are Interested in CPG Promotions, 2004 (as a % of respondents) Consumer Products Industry E-Mail Marketing Metrics, Q2 2004 vs. Q2 2005 Lift in Open and Click-Through Rates of E-Mail Campaigns in the US, by Promotional Offers Included and Mailing Frequency , 2004 Coupons US Consumers' Current Primary Coupon Source, 2005 (as a % of respondents) US Consumers' Preferred Coupon Source, 2005 (as a % of respondents) Sweepstakes Branded Entertainment US Advertisers that Have Participated in Branded Entertainment Projects in the Past Year, 2005 (as a % of respondents) US Advertisers Participating in Branded Entertainment via Select Categories, 2005 (as a % of respondents) Advergames and In-game Advertising US In-Game Video Game Advertising Revenues, 2003-2009 (in millions) Computer and Video Game Activity of US Children, by Gender, 2005 (as a % of respondents in each group) Product Placement US Product Placement Spending, 2004-2009 (in millions) Effectiveness of Non-Traditional Advertising Tactics As Alternatives to Traditional Methods according to US Advertising Executives, 2004 & 2005 (score on a 5-point scale) Word-of-Mouth Marketing People to Whom US Consumers Are Most Likely to Pass Along Product or Service Recommendations, February 2005 (as a % of respondents) US Consumer Attitudes toward Shill* Marketing, 2005 (as a % of respondents) Goals for a Viral Ad Campaign according to US Marketers and Viral Ad Agency Executives, by Tactic and Experience Level, March 2005 (as a % of respondents) Metrics Tracked in Viral Advertising Campaigns by Experienced* Viral Marketers in the US, March 2005 (as a % of respondents) D. What Works Best for CPG Online US Online Ad Spending, by Objective, 2005-2009 (as a % of total online ad spending) Goals Creators* of Online Ads Worldwide** Cite as Most Important, October 2005 (as a % of respondents) Getting the Best Site Online Branding Spending Allocation according to US Media Executives, Q1 2005 (as a % of total) Brand Metrics for CPG Online Advertising in the US, by Site Category, 2005 (as a % of lift*) Brand Metrics for Rich Media Advertising in the US, by CPG Ads vs. Non-CPG Ads, 2005 (as a % of lift*) Online Video* Advertising Average View Time in the US, by Industry, January-June 2005 (in seconds and as a % of total time) Related Information and Links Related Links Related Charts Suggested Keywords for eStat Database Contact Report Contributors |
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