Today, digital marketing agency iCrossing announced the results of its latest commissioned study, “How America Searches: Consumer Packaged Goods”, which imply that CPG marketers can reach one of the most lucrative markets by increasing their online marketing efforts. Additionally, affluent customers, primarily women, can be effective marketing targets for CPG marketers, even though the IAB and PricewaterhouseCoopers report that online marketing accounts for less than 1 percent of ad spending dollars.
The main findings of the “How America Searches: Consumer Packaged Goods” report are: 39% of Americans have performed a CPG search online, and that consumers are looking for such products. Not only are real estate and financial products and services in demand, but CPG’s can now be added as well.
Furthermore, the report points out that women are more likely than men to search online, with footwear and apparel being the most popular search. Other findings were that online CPG searches drive offline sales; about two-thirds or more who searched online for CPG’s made note that they would purchase the product either online or offline.
What the study suggests is that CPG marketers pay in-depth attention to online outlets. Increasing the use of online and search engine marketing, “targeting leading search engines, retailer Web sites as well as brand and specific product sites” is also recommended.
The report particularly recommend that as marketers focus on driving on and offline purchasing conversions, “they should apportion their Web collateral with an eye to the high degree of correlation between search activity and buying intent.”
The iCrossing study was conducted by Harris Interactive from September 19-21, 2006.