Last month the digital marketing agency Mediative released a white paper detailing their success with a Mondelez brand microsite that they designed for Walmart.com. The results were promising for the future of CPG brands online. Using display advertising, Mediative drove “highly interested” online grocery shoppers to the microsite which can be seen here. The microsite’s goal was to create an interactive and visually appealing online destination where customers could get recipes and have a bit of fun – all in order to “engage, educate and inspire” customers and build awareness about the Mondelez brand.
Mediative reports that the top performing search banner showed a click-through-rate of 5.64%, compared with the much lower average Walmart.ca site click though rates of .11%. Additionally, once customers reached the microsite, they spent 450% more time on each page than average.
Mediative’s statistics show that online advertising such as this Walmart.ca microsite can increase brand affinity by up to 60%. Mediative’s goal was to create “a meaningful connection between the customer and Mondelez’s products” to “keep Mondelez top-of-mind with consumers when shopping for snacks at Walmart.”
Keeping your brand at top of mind, whether you are selling at Walmart, Amazon or several other of the top ecommerce sites, is of the utmost importance on the competive new “online shelf”. “E-commerce seems to be democratizing ‘shelf space’ as top brands do not dominate the e-commerce channel as much as they dominate brick-and-mortar retail,” says a September 2013 report from Sanford C. Bernstein.