Know-How Exchange : E-Marketing

We work regularly with the largest CPG companies in the world including P&G. There is a very common misconception that no one searches for CPG items online as in your quote: "nobody seems interested in building relationships with their toothpaste company." However, several studies have found this not to the case, and, in fact, people are quite engaged in these purchases using the Internet to find out more and inform their purchase decisions.

看看这个研究宝洁,ComScore,丫hoo:https://www.marketingcharts.com/direct/study-search-vital-for-cpg-brand-bui...

Some findings:

"Search seems a significant marketing opportunity for CPG brands: The study found that a majority of US consumers visited websites for CPG product categories during the three months ended April 2007.Search drove a significant percentage of visitors in all the examined categories:

* Food products were the largest search marketing opportunity, with nearly 44 million category site visitors searching.
* Baby products attracted 15.7 million searchers.
* Personal care products accounted for 9.8 million searchers.
* Household products, 1.7 million searchers."

"The survey revealed that searchers were significantly more involved in obtaining information and demonstrated higher category engagement than non-searchers:

* 73% of searchers were motivated by product research.
* 64% were seeking help with the purchase decision.
* 47% were looking for promotions.
* Just 29% were specifically looking for the company website.

Conversely, non-searchers’ top motivation was to obtain information on promotions (59%), to conduct product research (58%) or to obtain help with their purchase decision (44%)."

Most importantly: "Searchers spent approximately 20% more than non-searchers across the four categories studied"

What this all tells you is that even for what appear to low-involvement CPG products, there is actually a high degree of engagement as evidenced by all the searching people are doing.

CPG companies have lead the way in a number of social media initiatives because they've had to. Their ultra-competitive business model has forced them to try new ways to connect with customers. So, CPG brands were the first to try groups on Facebook or MySpace pages or creating brand communities. Several of these communities for companies like P&G have millions of users and go far beyond the individual brands. Check out healthexpressions.com or pgeverydaysolutions.com. You see engaged regular visitors in giant numbers using these sites. They aren't just about toothpaste, but meaningful advice for your life. That's how CPG brands connect with their customers. No one wants a site about their toothpaste, but they do want one about their overall oral health perhaps. Doing this right lets you then sell the brand.

Its all part of a larger philosophy we have at my company called Marketing with Meaning. Check it out: marketingwithmeaning.com. The idea is that your marketing itself must bring meaning to consumers lives...not just the product, but the marketing and advertising as well.

JMR

Thank you 'focus fields' for your in-depth insight to my question. I too have experienced increased consumer activity surrounding seeking product information online.

However, after the initial visit to a brand site, or a quick read of a product review on Amazon, we lose them. Meaning we (CPG) companies can't seem to think of a grand way to follow them all the way through to purchase, (which is our ultimate goal). Unlike retail e-commerce sites that can build lasting relationships and customer profiles, CPG struggles to measure their campaign's ability to drive sales. Beyond search and information, do you have any experience in how CPG of average products can build lasting, loyal relationships with consumers without creating channel conflicts with the retail partners?

Thank you all for the feedback so far. The company I work for is clearly lacking the investment commitment that some of you have mentioned, especially in the area of metrics. I will check out the examples you have all mentioned. And again, I thank you for your very passionate responses. If you have any additional examples please share them, or at least point the way as to where I should look.

Thank you all!