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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."
Thursday, November 08, 2007
Bridging the CPG Search Gap
In last week’s blog, I talked about the surprising findings of a major study of online consumer behavior, "The Digital Shelf: the Opportunity for Search Marketing in Consumer Packaged Goods." Statistics illustrated that consumers are going online in record numbers to find ordinary consumer products such as baby foods, dish detergents, skin care products.
Search professionals, myself included, aren’t surprised by these findings, but Consumer Packaged Goods (CPG) companies are still shaking their heads with genuine shock. The average CPG spends 1% or less of their total advertising dollars on search. They have a lot of work ahead of them to move their product websites up to first page rankings.
Earlier today I arbitrarily searched "gentle dish detergents" on behalf of everyone with detergent-abused hands and wondered if my personal favorite, Dawn, would show up. A few environmentally friendly dish detergents appeared in the top spots. Dawn dish detergent showed up in fifth and sixth positions, but it wasn’t the company site; it was epionions.com and a North Carolina woman who undertook her own study of which dish detergent did the best job of gently cleaning black, sticky oil off of birds. (Dawn won the test.) I stopped looking for the dawn-dish.com site after the fifth results page. Clearly, they have some work to do to improve their rankings for "gentle dish detergents."
My wife told me to search "flake-proof mascara," because she was curious to see if her favorite brand, L’Oreal, showed up. Sorry to say, it didn’t, and I stopped looking after the fifth results page. However, websites selling Paula Dorf’s mascara filled the top 10 positions, and Paula’s company site, pauladorf.com, had a respectable second page position. We had never heard of Paula Dorf before today, but now my wife is going to buy and try Paula’s mascara. Did L’Oreal just lose a customer to Paula? Very possibly.
It’s a very good thing that "The Digital Shelf" study hit the newsstands. Now CPG companies can see the tremendous, untapped potential of search for their consumer brands. Search will help them reach a much wider audience of people who aren’t just looking for coupons, but are genuinely looking for product information to make an intelligent buying decision. After all, there’s a lot more room on a website for compelling product information and demonstrations than there is in a 30-second TV commercial or a half-page magazine ad.
CPG companies are waking up to very good news. They are beginning to understand that "search is, indeed, synonymous with reach." Search can reach the millions of potential customers who are hunting on line for their kind of products. Now all they have to do is increase their Internet budgets and watch the magic happen.
posted by joseph mcelroy @ 1:28 PM
 
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