More Consumers Research Packaged Goods Online Before Purchase
The four articles below highlight recent trends for consumer packaged goods (CPG) marketing:
Posted by Universal Ad
- CPG Starts Thinking Outside the Box - After decades of relying on television and print
advertising, US CPG marketers are finally moving a larger proportion
of their marketing budgets online. This year, eMarketer projects that CPG companies will spend $920 million on all forms of Internet advertising, up 33% over 2006. Consumers are going online to search for and research CPG products and then discussing them on blogs and social networks. “But consumers are not just browsing for promotional offers and coupons, they are buying CPG products online.”
- Google's Latest Search: More CPG Advertisers - CPG brands are projected to allocate a mere 2.5% of their advertising spend
to online initiatives by 2011. In response,
Google is out to prove that it offers these brands, which Google estimates sell
as much as 90% of their goods through brick-and-mortar stores, the ability to
advertise just as effectively, and exponentially more efficiently, than TV and
print (Q&A with Google’s national industry director of CPG).
- More Consumers Research Packaged Goods Online Before Purchase
- A new study finds that shoppers are even doing
Internet research on routine consumer packaged goods decisions--with 70% saying
they have researched brands before buying them at the grocery store. Mostly, consumers go online primarily
looking for information (48%), followed by savings (46%). A much
smaller group--6%--say they use the Internet primarily for tips on how
to use a product. And 40% say that the Internet influences daily
purchasing decisions.
- Consumers Go Online for CPG Info - "Poll results show that there are tremendous opportunities for CPG marketers to reach consumers online. General savings and shopping sites as well as branded product sites can attract consumer interest, provided CPG marketers focus on populating these sites with product information, product savings offers and tips on how to use specific products."
Posted by Universal Ad
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