FMCGs grasp potential of the online coupon

I was interested to read that the FMCG sector reported the biggest increase to marketing budgets in the latent IPA Bellwether Report (Marketing, 18 April). Perhaps this indicatesthat FMCG firms are finally embracing online marketing. FMCG marketers can now directly influence consumers' purchasing behaviour through online campaigns. Printable coupons and vouchers, for example, provide unprecedented insight into consumer response, allowing brand managers to track and measure consumers'behaviour online and offline, from point of click to point of sale.