As the US online audience begins to see the last of the unconnected users begin serious uptake, and many formerly light and medium users move to a persistent connection, a full integration of Internet marketing into all marketing becomes increasingly critical.
+Web sites should be an extension of product packaging. Since your product packaging has limited space for everything you would like to communicate, you should use your web site as an opportunity for consumers to learn more about your product.
+Web sites should be ‘lifestyle’ destinations. With today’s increased Internet use, this is an effective strategy. A ‘lifestyle’ site focuses on providing appealing content beyond the traditional brand-related information.
+Promotions Engage Customers. If your target audience is heavy online media users you should consider creating an online promotion, such as a sweepstakes to break through a crowded market when launching a new product.
+2-way communication is essential. In fact, you should solicit feedback and make the consumer feel like ‘part of the family’ instead of solely focusing on the sell.
+Encourage trial with online coupons. When launching a new product, using online coupons as a purchase incentive has been very effective for many CPG companies.
+Encourage Word-of-Mouth. You should provide your site visitors the ability to forward links to their friends either via email or instant messaging.
+Plan for channel-appropriate and holistic measurement. It is largely beyond debate that exposing the consumer to your message through a variety of media has a greater impact on your bottom line.