An eMarketer report released on Thursday reveals that online advertising spending related to Consumer Packaged Goods (CPG) is expected to rise to some $470 million by the year’s end, up from $390 million last year. Propelling this growth is the growth of the internet, of course, which is increasingly being found to have more of a branding and relationship-building effect than the 30-second TV spot.
And fostering this consumer/product relationship is exactly what CPM online marketers are aiming for.
“The big CPG companies are creating whole relationship/lifestyle sites that position their products as solutions or lifestyle choices, and they’re offering things like podcasts, ring tones, personalized calendars, cereal boxes and other paraphernalia to remind people of their brands when users are offline,” says Lisa Phillips, eMarketer Senior Analyst and author of the new CPG Online Marketing Report. “Behind the scenes, too, CPG marketers are spending huge amounts of money on CRM databases to keep customer information fresh and help hone their promotions and new products.”