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BizReport : Social Marketing : September 26, 2014


Parents prefer Facebook to Twitter for CPG brand social engagement

Which social channel is preferred by consumers for engaging with CPG brands? According to a new study from G/O Digital, it's Facebook.

by Helen Leggatt

When asked which social channel they turn to for engaging with food and drink firms, G/O Digital's survey found that more than half (55%) of mothers and 47% of fathers prefer Facebook while just 5% of mothers and 7% of fathers prefer Twitter.

Furthermore, price, particularly local deals on Facebook, affect what mothers (77%) and fathers (72%) put into their shopping trolleys. In fact, posts that most often drive in-store conversion are offers redeemable in-store (53% mothers / 41% fathers) followed by loyalty app promotions (18% mothers/18% fathers) and promoted posts (9% mothers/12% fathers).

However, when looking across all forms of advertising, Facebook was last on the list of those channels that influence purchase decisions in-store:

- Digital circular (32%)
- Newspaper advertising (21%)
- Direct mail (15%)
- Online advertising (14%)
- Mobile app (6%)
- TV advertising (6%)
- Mobile advertising (4%)
- Facebook advertising (3%)

"CPG brand success rests heavily on three critical variables: personalized distribution of promotional content, approaching mobile as a behavior (not a channel) and real-time localized digital activation at national scale," said Jeff Fagel, CMO of G/O Digital. "In turn, brand marketers must provide locally relevant, contextually targeted content and advertising that are native to the user experience. If they don't, consumers will quickly move on to competitors who do."

Paolo Bona / Shutterstock.com

Image via Shutterstock

Tags: consumer packaged goods, CPG, Facebook, social marketing, social media










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