The CPG Industry's Path to the Internet: As a Sales and Marketing Channel
Presentador: Gian Fulgoni, Executive Chairman and Co-Founder, comScore Inc.
Evento: SymphonyIRI Group Summit 2011
CPG’s Path to the Internet: Untapped Opportunities and Effectiveness
For years, the online advertising industry has eyed CPG giants' vast marketing budgets, knowing that shifting just a few percentage points of traditional-media spend would do wonders for its share. Yet, the CPG industry has historically been hesitant to move dollars to digital, arguing that it doesn’t make sense to advertise online when the majority of CPG products are purchased in retail stores.
In recent years, however, this thinking has changed dramatically as a result of two key factors. First, the Internet has arguably become the most powerful and pervasive medium in the world, something no marketer can ignore. Second, contrary to early belief, the Internet is much more than a direct response channel. Digital advertising has proven to have a strong branding impact and a significant ability to drive in-store sales. As a result of this evolution, more and more CPG marketing dollars are moving to digital, yet there is still a huge potential for more budgets to migrate towards online trade promotions, such as coupons.
In this presentation, Gian Fulgoni provides an overview of the state of the digital marketing and e-commerce landscape as it pertains to the CPG industry, highlighting key trends, advertising effeciveness insights and opportunities for future growth.