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By: Jeff Falk
Posted: November 18, 2010, from the December 2010 issue of GCI Magazine.

page 5 of 10

“With social media, we launch products months before they actually hit the shelves,” said P&G’s Shirley.

“Brand marketers are still keenly aware that their online campaigns need to, for the most part, drive off-line actions,” said Kell.

And the branding opportunities certainly grow exponentially. “The Internet makes geographic location irrelevant,” said Lawrence Mortenson, president of LM Consulting, in GCI’s Making the Brand/Consumer Connection (and Sale) Online. “Brands that invest in establishing themselves online have the opportunity to build exposure worldwide.”

Laura Kenney—beauty editor, Fashion and Beauty Channel, StyleList.com, AOL—agreed: “The Internet has the ability to exponentially increase brand awareness.”

The Big Guy

A survey conducted in late 2009 by GfK for Private Label Manufacturers Association (PLMA) demonstrated that consumers have more than the economy on their minds, though they are continuing their search for value and savings.