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White Cap Marketing Internet Marketing and Business Tips, with concentrations on Search Engine Marketing, Social Networks, and Internet Programming advice from The Search Artist:
Joseph Franklyn McElroy
From magazine "Open" issue September 2001 - "The McElroys kick open the doors of old business models and capitalize on what they believe."
Tuesday, October 30, 2007
Searching for Baby Food
Do people care enough about consumer packaged goods (CPG) to go online and search for their websites? A recently released study of online search habits says, without a doubt, they do.
The study is a joint project of ComScore, SEMPO (Search Engine Marketing Professional Organization) Proctor and Gamble and Yahoo, and it’s creating quite a buzz online these days.
Entitled "The Digital Shelf: the Opportunity for Search Marketing in Consumer Packaged Goods," the extensive study found out that the majority of American consumers visited at least one package-goods website during the first three months of 2007. Search was the driver of a good percentage of their visits.
Look at these numbers: Food products led the pack with nearly 44 million category site visitors from search. Baby products generated 15.7 million visitors; personal care products followed with 9.8 million and household products attracted 1.7 million visitors. Search created a significant percentage of those visits: 60% of visitors to baby product sites; 47% of visitors to food sites; 27% of visitors to personal care sites, and 23% of visitors to household products sites.
They’re not just clipping coupons
More fascinating statistics: The study also revealed that the majority of non-searchers and searchers weren’t just clipping electronic coupons (that activity accounted for 47% of non-searchers and 40% of searchers). The bigger numbers came from people seeking information and help about consumer products - 73% of searchers and 58% of non-searchers.
This is a pivotal report for all of us in the Search Engine Marketing profession. It proves that search is playing an ever-increasing role in how consumers make important buying decisions, whether it’s shopping for a mortgage or finding out how safe their baby foods are.
Not only is search bringing more traffic to CPG sites, that traffic is first-class. Searchers are predominately female, with higher incomes, better educated, and bigger spenders than non-search traffic.
The potential for search is tremendous for CPG companies who are now spending a mere sliver of their advertising budgets on search. It looks like search can reach the mass audiences these major conglomerates have been having such a hard time reaching in traditional, offline media.
"The Digital Shelf" study is huge for SEM professionals like me who have always known that search would become a ever-increasing part of people’s lives. Search helps make sense of our information-overloaded society and all of the choices we face. It helps us make better, faster decisions whether we are house hunting or shoe shopping.
Subject for our next article: "Bridging the CPG Search Gap." Consumers are searching online for CPG products, but even their favorite products are hard to find.
posted by joseph mcelroy @ 10:48 AM
 
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JG Wentworth Competitor worth considering who sells structured settlements. They are Woodbridge Investments LLC
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