A report from IDC found that consumer goods companies are making sales through their own websites, and analytics data around online sales enables them to target their marketing content more effectively.

The rise of ecommerce has allowed consumer goods manufacturers to sell their products directly to consumers, according to a report from IDC Manufacturing Insights. These companies have successfully leveraged the web to appeal to their target audiences with effective new media marketing campaigns.

Many of these businesses have opted to sell their products through the web’s answer to retail stores in third-party web vendors. Moreover, using social media marketing and other channels, manufacturers can appeal to prospects and sell directly from their own websites. In fact, more than one-third of consumer goods executives say they make sales via their websites.

A separate report from Oracle relayed by eMarketer indicates that 21 percent of overall sales for these companies now comes directly from their websites. As such, developing a marketing strategy that focuses on the creation of a high-quality website content can help these vendors boost coversions on the web.

Moreover, selling directly to consumers and other prospects through their websites has provided businesses with valuable insights that enables them to target their audiences more effectively, IDC found.

Brafton recently reported that audience targeting has become one of the most critical components of content marketing. For businesses creating articles, blog posts and other forms of content, it’s important to ensure that prospects can relate to the tone, style and subject matter of the information.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.