Shopper Marketing - May 2016 - 85


" Given the increasing importance of the online
product detail page and the overall digital shelf,
brand manufacturers should be spending a lot
of time, money and resource ensuring the right
information and images are showing up online."
Steve Kinsey, GlaxoSmithKline

W

ith e-commerce, CPG companies are
learning to play a new game with
new rules on an unfamiliar field. It's
a leveling field, where a CPG's major-league
status as a brand doesn't matter as much.

With so much to learn, what are CPG
marketers focused on, or what ought they
to focus on? Is it true what they say that
"Content is king?"
COHEN: I think this statement is a tad myopic. In
my opinion, viewing content creation through
the lens of a specific channel will diminish the
effect that it can have. Instead, content should
be developed hand in hand with media rather
than as a result of it, and ultimately built and
used across channels, of which e-commerce is
just one.
KINSEY: Given the increasing importance of

the online product detail page and the overall
digital shelf, brand manufacturers should be
spending a lot of time, money and resource
ensuring the right information and images

are showing up online. I often chuckle at how
much some brands pay for their branded websites relative to the money they invest in their
digital shelves at e-commerce sites, all the
while knowing that consumers are relying on
e-commerce sites, especially Amazon, far more
often for their product research.
Ultimately, you have to prioritize and compromise. Consumers are using Amazon four to
five times as often for their product research
online relative to any other search engine, so
you want to make sure you are prioritizing
Amazon and providing content that meets its
requirements and delivers any SEO goals you
may have.
LAPCHICK: It is critical that online product in-

formation be correct and current from one retailer to the next. CPG companies need to work
with third-party "translators" to meet retailers'
requirements because this process is not going to become standardized. Standardization
is a policy-based solution and you can't have a
policy-based solution to a technical problem.
SM
Technology outpaces policy.
MAY 2016 SHOPPER MARKETING y

85



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
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Shopper Marketing - May 2016 - 142
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