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

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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 new 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?

TABLE OF CONTENTS

Executive Summary 10

Consumers online 10

Corporate and brand websites 11

Search & display 12

Marketing on Web 2.0 13

Chapter 1 Consumers online 16

Summary 16

Introduction 17

Rising media consumption 17

The growth of time spent online 18

Internet penetration 20

Internet usage 23

Online demographics 26

Changing online behavior 29

Online marketing expenditure 31

Online advertising segments 32

Advantages of online advertising 33

Online marketing for consumer packaged goods 34

Conclusions 35

Chapter 2 Corporate and brand websites 38

Summary 38

Corporate websites 39

Brand destination sites 41

Advergames 42

Entertainment-based websites 44

Edu-taining websites 48

Audio and video 48

Quizzes 48

Tips 49

Interactivity 49

Online customer loyalty programs 50

eCommerce sites 52

Online couponing 54

Conclusions 55

Chapter 3 Search & display 58

Summary 58

Search engine marketing 59

Display advertising 61

In-text advertising 65

In-game advertising 66

Pre-roll ads 68

Mobile marketing 69

Conclusions 74

Chapter 4 Marketing on Web 2.0 76

Summary 76

Social network marketing 77

Profile of users 78

Types of advertising 80

Applications 82

Niche networks 85

Brand opportunities 86

Instant message marketing 87

Marketing with user-generated content 90

Online video 90

Blogging 92

Co-creation 94

Conclusions 95

Chapter 5 Conclusions 98

Summary 98

Targeted and personalized 98

Engaging and enriching 99

Creative and analytical 101

Chapter 6 Appendix 104

Glossary of terms 104

Index 108

List of Figures

Figure 1.1: Hours spent online by country, 2007 19

Figure 1.2: Number of Internet users in selected developed countries, 2008 21

Figure 1.3: Number of Internet users in top 15 emerging markets, 2008 22

Figure 1.4: Internet penetration and usage by country, 2007 25

Figure 1.5: US Internet penetration by age group, 2005-08 27

Figure 1.6: Niche food sites Delish and HowTV 31

Figure 1.7: European online advertising expenditure, 2005-06 31

Figure 2.8: Motivations for visiting FMCG websites in the US, 2007 40

Figure 2.9: Website for Coca-Cola Great Britain’s Let’s Get Together 40

Figure 2.10: Top 10 food and drink company websites in the US, Q3 2007 41

Figure 2.11: Website for M&M’s Joint the Hunt 42

Figure 2.12: Website for ICBINB’s Now You Know Better 44

Figure 2.13: Website for Beck’s Live Studio 45

Figure 2.14: Unilever’s Sprays in the City & Spraychel webisodes 46

Figure 2.15: Lacta’s Love at First Site webisodes 47

Figure 2.16: Website for Budweiser’s Bud.tv 47

Figure 2.17: Website for Knorr’s Beat the 3pm Slump 49

Figure 2.18: Loyalty site for My Coke Rewards 51

Figure 2.19: Loyalty site for Bud Bucks 52

Figure 2.20: ecommerce site for M&Ms 53

Figure 2.21: eCommerce site for Heineken’s Jouw 53

Figure 3.22: Searchers vs non-searchers visiting FMCG websites in the US, 2007 60

Figure 3.23: Banner ad for Coors Light Happy Hour 62

Figure 3.24: Coca-Cola’s Coke Bubbles widget 64

Figure 3.25: In-text advertising for Kraft’s Oreo brand 66

Figure 3.26: CC Metro virtual world advertising 68

Figure 3.27: Sprite’s The Yard mobile website 71

Figure 3.28: Hill’s Pet Nutrition location-based marketing 72

Figure 3.29: Coca-Cola’s Spin the Coke app 73

Figure 4.30: Penetration of social networking sites by age, US 79

Figure 4.31: PG Tips’ Monkey fanpage on MySpace 81

Figure 4.32: Coca-Cola’s Fanta Mug Mash Up application 84

Figure 4.33: BakeSpace, an example of a niche social networking site 86

Figure 4.34: Pepperidge Farm’s Art of the Cookie website 87

Figure 4.35: Coca-Cola’s MSN Messenger advergame 89

Figure 4.36: SABMiller’s travel blog 93

List of Tables

Table 1.1: Hours spent online by country, 2007 20

Table 1.2: Number of Internet users in selected developed countries , 2008 21

Table 1.3: Number of Internet users in emerging regions, 2008 22

Table 1.4: Number of Internet users in top 15 emerging markets, 2008 23

Table 1.5: Internet penetration and usage by country, 2007 24

Table 1.6: Internet usage and page views by country, 2007 25

Table 1.7: Number of broadband subscribers by country, 2002-2012 26

Table 1.8: US Internet usage by age group, 2008 28

Table 1.9: European online advertising expenditure, 2005-06 32

Table 1.10: US online advertising segments, 2007-08 33

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

http://www.reportlinker.com/p0126708/Reportlinker-Adds-Innovative-Online-Food-and-Drinks-Marketing-Building-brand-and-customer-relationships-online.html

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