Table of Contents
Executive Summary
- Consumers online
- Corporate and brand websites
- Search & display
- Marketing on Web 2.0
Chapter 1 - Consumers online
- Summary
- Introduction
- Rising media consumption
- The growth of time spent online
- Internet penetration
- Internet usage
- Online demographics
- Changing online behavior
- Online marketing expenditure
- Online advertising segments
- Advantages of online advertising
- Online marketing for consumer packaged goods
Chapter 2 - Corporate and brand websites
- Summary
- Corporate websites
- Brand destination sites
- Advergames
- Entertainment-based websites
- Edu-taining websites
- Audio and video
- Quizzes
- Tips
- Interactivity
- Online customer loyalty programs
- eCommerce sites
- Online couponing
Chapter 3 - Search & display
- Summary
- Search engine marketing
- Display advertising
- In-text advertising
- In-game advertising
- Pre-roll ads
Chapter 4 - Marketing on Web 2.0
- Social network marketing
- Profile of users
- Types of advertising
- Applications
- Niche networks
- Brand opportunities
- Instant message marketing
- Marketing with user-generated content
- Online video
- Blogging
- Co-creation
Chapter 5 - Conclusions
- Summary
- Targeted and personalized
- Engaging and enriching
- Creative and analytical
Chapter 6 - Appendix
List of Figures
- Figure 1.1: Hours spent online by country, 2007
- Figure 1.2: Number of Internet users in selected developed countries, 2008
- Figure 1.3: Number of Internet users in top 15 emerging markets, 2008
- Figure 1.4: Internet penetration and usage by country, 2007
- Figure 1.5: US Internet penetration by age group, 2005-08
- Figure 1.6: Niche food sites Delish and HowTV
- Figure 1.7: European online advertising expenditure, 2005-06
- Figure 2.8: Motivations for visiting FMCG websites in the US, 2007
- Figure 2.9: Website for Coca-Cola Great Britain' s Let' s Get Together
- Figure 2.10: Top 10 food and drink company websites in the US, Q3 2007
- Figure 2.11: Website for M&M' s Joint the Hunt
- Figure 2.12: Website for ICBINB' s Now You Know Better
- Figure 2.13: Website for Beck' s Live Studio
- Figure 2.14: Unilever' s Sprays in the City & Spraychel webisodes
- Figure 2.15: Lacta' s Love at First Site webisodes
- Figure 2.16: Website for Budweiser' s Bud.tv
- Figure 2.17: Website for Knorr' s Beat the 3pm Slump
- Figure 2.18: Loyalty site for My Coke Rewards
- Figure 2.19: Loyalty site for Bud Bucks
- Figure 2.20: ecommerce site for M&Ms
- Figure 2.21: eCommerce site for Heineken' s Jouw
- Figure 3.22: Searchers vs non-searchers visiting FMCG websites in the US,
2007
- Figure 3.23: Banner ad for Coors Light Happy Hour
- Figure 3.24: Coca-Cola' s Coke Bubbles widget
- Figure 3.25: In-text advertising for Kraft' s Oreo brand
- Figure 3.26: CC Metro virtual world advertising
- Figure 3.27: Sprite' s The Yard mobile website
- Figure 3.28: Hill' s Pet Nutrition location-based marketing
- Figure 3.29: Coca-Cola' s Spin the Coke app
- Figure 4.30: Penetration of social networking sites by age, US
- Figure 4.31: PG Tips' Monkey fanpage on MySpace
- Figure 4.32: Coca-Cola' s Fanta Mug Mash Up application
- Figure 4.33: BakeSpace, an example of a niche social networking site
- Figure 4.34: Pepperidge Farm' s Art of the Cookie website
- Figure 4.35: Coca-Cola' s MSN Messenger advergame
- Figure 4.36: SABMiller' s travel blog
List of Tables
- Table 1.1: Hours spent online by country, 2007
- Table 1.2: Number of Internet users in selected developed countries , 2008
- Table 1.3: Number of Internet users in emerging regions, 2008
- Table 1.4: Number of Internet users in top 15 emerging markets, 2008
- Table 1.5: Internet penetration and usage by country, 2007
- Table 1.6: Internet usage and page views by country, 2007
- Table 1.7: Number of broadband subscribers by country, 2002-2012
- Table 1.8: US Internet usage by age group, 2008
- Table 1.9: European online advertising expenditure, 2005-06
- Table 1.10: US online advertising segments, 2007-08
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