How We Connect: Digital Marketing for Consumer Packaged Goods
HOW WE CONNECT: CONSUMERPACKAGED GOODSDIGITAL MARKETING FOR CPG
CONSUMERS GENERATED MORE THAN 500 BILLIONIMPRESSIONS ABOUT PRODUCTS AND SERVICES,THROUGH SOCIAL MEDIA IN 2011*Source: “Competitive Strategy In The Age Of The Customer,” Forrester Research Inc., June 6, 2011
HOW WE CONNECT • The consumer packaged goods (CPG) industry has been slower to evolve in social media and content marketing than others; building "fans and followers" is a short-term solution. Engagement and perpetual visibility is what drives brand consideration and product DISCONNECT recommendations.
HOW WE CONNECT • In order to create success metrics for consumer packaged goods (CPGs), it’s essential to create a digital marketing program that increases online visibility through SEO, Social Media Optimization (SMO), Paid Media & Retargeting, and Widgets & Apps. CONNECT
HOW WE CONNECT • Many brands currently overlook opportunities to influence purchase consideration through their vast libraries of digital content, relying on retail partners to handle the bulk of their B2C marketing efforts. DISCONNECT • There are few resources to analyze large amounts of digital data, and identify the metrics and insights that affect success outcomes.
HOW WE CONNECT • It’s a digital marketing “must” to understand the metrics that matter most; and carefully monitor these metrics. Assets (networks, content, images and videos) must be strategically and technically optimized, in order to make the right connections at the right time; thus influencing CONNECT purchase consideration.
HOW WE CONNECT • There is a general distrust of traditional media through fragmentation, resulting in declining reach and lack of accurate reporting. DISCONNECT
HOW WE CONNECT • By increasing digital visibility and understanding the metrics that matter, CPG brands can boost online sentiment & engagement, and work towards increasing additional success metrics, such as more-qualified traffic, sales, and ROI, by leveraging this “digital-word-of-mouth.” CONNECT