Packaged goods companies still find it hard to accept the Internet as a brand advertising medium, according to Forrester Research.
In a post on the firm's marketing blog last week,
analyst Shar Van Boskirk wrote: "Interactive is still a bitter pill for the brand marketers to swallow." She explained that packaged goods companies have a hard time getting past their focus on TV,
and don't immediately see the benefits of branding via interactive venues.
Planning of interactive campaigns is also inefficient because companies' brand management and interactive teams have
different priorities. She concludes that various factors including social media, online video and market conditions will gradually push marketers to embrace interactive rather than making a sudden
switch.
--Mark Walsh