|
市場調查報告書
食品・飲料的創新線上行銷：品牌及顧客關係之建立
Innovative Online Food and Drinks Marketing: Building brand and customer relationships online
|
食品・飲料的創新線上行銷：品牌及顧客關係之建立 是由出版商Business Insights在2009年05月所出版的。
這份英文市場調查報告書包含113 pages 價格從美金2875起跳。
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.
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
|
