For 2 years, I ran New Hope's online, or "emedia", business. It was fun and challenging. Fun because there's so much to learn and challenging because there are few people in the natural products industry in marketing positions who really understand the opportunity of online advertising and marketing. Often I found myself explaining what pageviews, impressions and click-through-rates were, and why website "hits" was a ridiculous statistic. Rarely did I make headway into integrated marketing program discussions. Still, I had a great time and worked with alot of great people in the industry.
So when Advertising Age released this article on the recent increase in web traffic to packaged goods websites, it caught my attention. It seems that these packaged goods (Uncle Bens, Hersheys, M&Ms, Loreal) firms are finally getting serious about online advertising...AND their online advertising is returning some significant traffic and marketing ROI.
What I've learned is that the nutrition industry needs some serious education when it comes to refining their basic online strategies into tactics that drive online traffic and consumer loyalty. So, in NBJ's December Business Achievement and Executive Review issue, we had the editor of Website Magazine, Pete Prestipino, contribute a "so now you have a website...what's next" article. Pete's a great guy and a wealth of information on the business of emedia. Check it out over the holidays when you're digesting that turkey/roast/ham/tofurkey feast you just gorged yourself on.