Consumer Packaged Goods
From building brands to launching new products, making connections between online behavior and offline sales is critical to CPG.
Studies
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Role of Search on Beauty Product Shopping
Marketing to beauty shoppers online has become more and more competitive. This Google/Compete study found some valuable insight into the online beauty consumer, including:
- Consumer visits to online beauty sites grew 94% in two years
- 56% of beauty shoppers ...
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Understanding Fragrance Purchasers
Potential fragrance buyers can't smell perfumes and colognes online, so how do you market to them on the internet? A Google/Complete study found these helpful insights:
- 23% of fragrance shoppers purchase online, 43% higher than the rate of ...
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Understanding Personal Care Purchasers
When surveying how personal care purchasers use online information to buy products, we found that:
- Online purchasers prefer the ease and convenience of home delivery
- 93% of personal care purchasers buy within a week of starting their product research
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Understanding Prestige Cosmetics/Skincare Purchasers
Insights on prestige cosmetics and skincare purchasers from a survey conducted with Compete include:
- 34% of prestige cosmetics/skincare shoppers purchase online, twice the rate of beauty purchasers in general
- 8 out of 10 purchasers who conduct research do not ...
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Understanding Mass Cosmetics/Skincare Purchasers
After surveying how mass cosmetics/skincare purchasers use online information to buy products, we found several opportunities for marketers to take action on including:
- 84% of purchasers who conduct research do not know exactly which mass cosmetics/skincare they intend ...
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Flora Xmos Study
How did paid search help the U.K. food brand Flora associate its brand with family, cooking, and nutrition? This study found:
- Search is 10 times more efficient than TV in bolstering top of mind awareness.
- Sponsored search can help ...
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YouTube and Google Search Drives Offline CPG Sales
YouTube can offer a big boost to offline CPG sales, according to a MetrixLab study. Key findings include:
- YouTube added significant gross reach to the cross-media campaign, and 2.6% incremental net reach
- With a ROI of 0.42, YouTube ...
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Videos
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Advice for Marketers Seeking Moms
Interview
Advice for Marketers Seeking Moms
Lisa Mann of Kraft shares advice to fellow marketers trying to reach moms.
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Tips on Integrating Online and Offline to Target Moms
Interview
Tips on Integrating Online and Offline to Target Moms
Patrick Kraus, Director of Pampers, N.A. shares how to best integrate online and offline efforts for moms.
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Search for Branding for Heineken
Case Study
Search for Branding for Heineken
Results on the branding effects of YouTube and Search for Jouw Heineken presented by Heineken, Twist, Metrixlab and Google.