UKNM: FMCG web sites which add value

[Eric Hobson@CHFL4PO]

I've been lurking for sometime and have followed this debate with interest.


FMCG sites which add value now - King of Shaves would be a good example and

in Holland Heineken certainly feel that their site adds value.


Perhaps more important is the longterm view of why FMCG companies are

devoting considerable resource to websites. To quote a P&G executive at the

recent Ad:tech conference "the internet is a dress rehearsal, interactive TV

is the main dance'. That is not to dismiss the relevance of the internet but

to put it into context in the thinking of FMCG marketeers.

If by the time iTV takes off an FMCG marketeer has not worked out how to

fully utilise the new communication channels they will be at a strategic

disadvantage. Trials on sampling, couponing etc get them up the learning

curve.


Eric Hobson

Business Development Dir

Cussons International 

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