Abstract
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.
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