comScore: 66 million log on to CPG sites

Consumer Packaged Goods (CPG) websites may not have the same buzz as social networks, video or news sites but consumers are still logging on. According to a recent comScore study more than 66 million users logged on to CPG sites in Q3 2007, a 10% increase over 2006.

by Kristina Knight

The study further found that food and beverage sites were by far the most-trafficked with food and beverage brands taking all of the top ten slots. This is an indication that CPG brands should not ignore the Internet and should, instead, include online activities as a regular part of their promotions.

"Most CPG marketers have been reluctant to move a significant portion of their marketing budgets online because the Internet is not a primary sales channel for their products,” said Carolina Petrini, senior vice president of consumer packaged goods solutions at comScore. “However many brands have found success by attracting a wide audience online through effective promotions and site activities that appeal to consumers’ lifestyles."

Brands should take advantage of this online swing by incorporating both on and offline promotions in ad campaigns. An offline ad in a magazine or on television could point consumers to a website for a specific offer. And don't forget about online advertising in general. An ad placed on a news or social networking site could point users toward the CPG website for a specific offer or coupon.

By incorporating all aspects of advertising, marketers have a better chance at retaining the current consumer base and at the same time building an even larger base.