OTC Indies

Digital marketing and customer acquisition crucial to driving OTC brand growth

There is no doubt that e-commerce is a rapidly growing channel in the OTC market, but this channel still makes up a relatively small percentage of actual OTC sales—well below 10% of total sales for most OTC categories. However, digital marketing can have profound effects on brand performance even within traditional brick-and-mortar retail channels. Some estimate that digital presence and marketing for OTC brands will impact more than 75% of all sales. For many consumers, their path-to-purchase for OTC remedies often looks like many other categories where the need for the product is immediate. It may begin online with a search for price comparisons or product information but likely end with the actual purchase happening in-store.Continue reading

OTC Brands Online Email

Tracking OTC brands online is crucial to defend market share and deliver growth

Many OTC marketers struggle with staying abreast of what is happening with their competitors’ brands online. There are rapidly changing conditions online, including new brands and competitors that may or may not be sold on shelves in brick-and-mortar retail stores. These independent brands may not always be on the radar as many are sold exclusively online. They change as often as their prices and promotional offers online. Understanding OTC brands sold online and adjacent brands that can impact an OTC category is critical for success so that marketers can protect their market share and deliver sales growth for their OTC brands.Continue reading