IAB helps FMCG Companies make better use of Internet Marketing

Internet marketing consultants and others may soon be able to improve their search engine optimisation practices, as a new guide aimed at those in the consumer goods industry is being compiled by experts.

The Internet Advertising Bureau (IAB) has announced that it will be collaborating with Flora, Molson Coors Brewing Company and Coca-Cola, among others, to create the IAB Fast Moving Consumer Goods (FMCG) Search Toolkit, which can be used as a way to measure the effectiveness of campaigns.

Project executive with the IAB Amit Kotecha noted that it is imperative that FMCG companies are able to ensure their online presence by having a search strategy in place.

"Paid search accounts for 62 per cent of all advertising spend in the UK, yet we know that only a small proportion of this comes from FMCG brands," he said, adding that the IAB is aware of the need for better advice for such firms on how the medium can be used to build up business.

And, following months of research, the organisation discovered the areas that advertisers need to learn about the most, including keyword research for products, the significance of Twitter and the creation of key phrases.

Earlier this year, the IAB brought out a search toolkit for online publishers, with the aim to help increase revenue and enhance their brands on the web.