Search proves good route for CPG marketers

Significant numbers of consumers use the Internet to search for consumer packaged goods, found a new collaborative study by comScore, Yahoo, Proctor & Gamble and the Search Engine Marketing Professional Organization (SEMPO).

by Helen Leggatt

comscore%20logo.gif Contrary to popular belief, consumers do use the Internet to search for consumer packaged goods (CPG). Search marketing has long been viewed as a direct response vehicle, commented SEMPO’s Chairman, Gord Hotchkiss, whereas this survey shows the brand-building potential of search.

The study found that, not only do consumers use search to learn about CPG products, they are more engaged and spend more.

Categories examined in the study include food products, baby products, personal care products and household products. In the three months ending April 2007, food-related products were the most popular online, with 44 million searches. Baby products were the second most popular search with 15.7 million searches, followed by personal care with 9.8 million and finally household products with 1.7 million.

But what is motivating CPG searchers? The study found that nearly three-quarters were motivated by product research, 64 percent wanted help making a purchase decision, 47 percent were looking for promotions and just 29 percent were looking for a specific company website.

“Our deeper understanding of the motivations around search behavior underscores the opportunity to leverage search for more than just direct response marketing,” said Randy Peterson, search innovation manager from Procter & Gamble. “Search may be one of the most effective means of reaching qualified consumers when and where they are most receptive to learning about our brands. Ultimately this drives offline sales.”