July 3, 2009; 09:19 AM
DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/e4e5b7/innovative_online)
has announced the addition of the "Innovative
Online Food and Drinks Marketing: Building Brand and Customer
Relationships Online" report to their offering.
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 Business Insights 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?
Key Topics Covered:
- Executive Summary
- Consumers online
- Corporate and brand websites
- Search & display
- Marketing on Web 2.0
- Conclusions
For more information visit http://www.researchandmarkets.com/research/e4e5b7/innovative_online
Source: Business Insights
Contacts:
Research and Markets
Laura Wood, Senior Manager
Fax from USA:
646-607-1907
Fax from rest of the world: +353-1-481-1716
[email protected]