Delivering the Goods: How Consumer-Packaged Brands Can Break Through Online
CPG and Search
OK, so we get that CPG marketing online is all about building relationships. But how do we use this in an effective way to get the message across that BounceEverywhere.com website is more than just info on dryer sheets? Well, many of these companies turn to Search to be able to tap into a connected marketplace of searchers actively looking for information not only on products, but everyday lifestyle solutions.
Cottonelle has a great mascot, that cute little yellow Lab puppy. Last month alone, over 1,000 people searched for the Cottonelle puppy. Cottonelle has done a great job in building recognition of the puppy, and communicating that the Cottonelle.com site is more than just information on toilet paper, it’s also a place to view puppy ads, download the puppy wallpaper, play puppy games, and print out puppy pictures for kids to color.
Last year, Cottonelle sponsored a sweepstakes where participants could submit a video with the family dog to win a $200,000 home make-over. This sweepstakes was promoted not only through traditional marketing tactics, but through Search as well to blanket coverage so when searchers read or heard about the promotion, their ads were visible within the major engines such as Yahoo, Google and MSN.
The Forest or the Trees?
In order to drive traffic to these sites, marketers have tackled the keyword research and selection process carefully to maximize their overall site visibility, which means focusing on content that matters most to the consumer.
Bigger picture here, brands such as Depend® have focused on providing content not only about the product, but also about incontinence, and bladder control. By creating and building their site as a destination and resource surrounding this very sensitive topic, they are creating a support network, a community, for active adults. Information gathering is priority number one, and communicating the message of caring, and providing content surrounding this topic builds a base of new and returning visitors to the site that will ultimately turn into loyal customers.
What’s An Online Article without a Measurement Angle?
As a CPG marketer, your goal typically isn’t to push product online. In fact, most sites do not have an online retail outlet connected to their site. However, the true value of creating and building on these types of relationship marketing campaigns is to understand your customer better, and to find new ways to gain insight into how they communicate with your brand, and interact with your site.
By drilling down into your Web site data, you can find which pages are the most popular, how many coupons were downloaded, how many people signed up for a newsletter, interacted with your virtual games or message boards, or any other metric that will provide insight into how your site visitors interacted with you, and wanted to continue to interact with you.
Ultimately, building a solid online relationship marketing program takes the ability to understand demographic and psychographic data on your audience, how they like to be communicated to, and how you can provide long term value that far supersedes the common every day usage of your brand.
Reader Comments.
As one who has been loured by sweepstakes and product offers and had their information sold to online marketers, I’ve vowed, “Never again!”
Companies wanting to establish an online relationship with customers need to treat their information as precious and vigilently protect the privacy of their customers. Else that positive moment turns into resentment and anger. And we know how powerful an enraged prosumer can be!
After using Bounce on my sour clothes, it leaves a fresher sent.
Leave a Comment
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Tags: best_practices, branding and search_marketingArticle Sponsor
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