Transcript The Opportunity for Search in Packaged Goods

THE
DIGITAL
SHELF
THE OPPORTUNITY FOR
SEARCH IN
PACKAGED GOODS
Presented By:
James Lamberti, SVP, comScore
Matt Wilburn, Sr. Director, Yahoo!
October 2007
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
MOTIVATION
CONTINUUM
THE ROLE OF
SEARCH
Marketing
the Motivation
“I suffer from
allergies”
Lifestyle
Lifestage
Occasion
Based
“I bought a new
home”
“I have a new
baby”
“I stained
my
carpet”
LONGEVITY
CONTINUUM
Immediate
Temporary
Permanent
1
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
MOTIVATION
CONTINUUM
THE OPPORTUNITY
FOR BRAND
Understanding
the Motivation
Lifestyle
Future: Huge
Opportunity is
here!
Lifestage
Occasion
Based
(e.g. branding, need
states)
Current CPG
view - search
as direct
marketing
(e.g.
transactional)
Immediate
LONGEVITY
CONTINUUM
Temporary
Permanent
2
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THE DIGITAL SHELF
Study Objectives
• To understand how consumers use search
to find information about consumer
packaged goods
• To understand the marketing opportunity
available in search for packaged goods
companies
• To quantify the value of packaged goods
searchers both demographically and
attitudinally
3
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
BACKGROUND & METHODOLOGY
Survey
Attitudes of Searchers and Non-Searchers
Category Engaged (n = 2,800) across 4
categories:
• Household
• Baby Products
• Personal Care
• Packaged Foods
Survey Fielded: June and July 2007
Behavioral
What are they doing online?
Clickstream Behavior Observed:
February – April 2007 on comScore 1 million+
panel
THE CONSUMER
Sizing and Search
Marketing Opportunity
THE MOTIVATION
Understanding Their Needs
THE VALUE
Comparing Searchers &
Non-Searchers
THE OPPORTUNITY
Quantifying the $$
Opportunity for Search
Marketing
4
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
BACKGROUND & METHODOLOGY
2 million Panel
Attitudinal
Behavioral
(20-min survey)
What do they think?
(Click Stream)
What are they doing?
Population
Visitors to CPG Related Sites
in past 30 days
Total US Internet Population
Visitors to CPG Related
Sites or Searched on CPG
Related Terms
Time Period
June – July 2007
3 Months Ending April 2007
Sample Size
n = 2,800;
700 per category,
500 Searchers,
200 Non-Searchers
Over 1MM Panelists
5
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Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
CPG CATEGORIES ANALYZED
PACKAGED
FOOD
PRODUCTS
HOME
CARE
PERSONAL
CARE
BABY
CARE
6
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Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Who are
searchers?
Sizing the
Opportunity
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
% INTERNET
REACH
UNIQUE
VISITORS
UVs USE
SEARCH
THE SEARCH
MARKETING
OPPORTUNITY
All Categories
Food
93.7MM
43.8MM
Baby
26.0MM
15.7MM
Nearly half of Internet
Users search on CPG
related terms or visit
CPG related sites.
Personal
Care
35.9MM
9.8MM
7.3MM
1.7MM
Household
USING SEARCH
8
Source: comScore Marketing Solutions; 3 Months Ending April 2007 – Total U.S.
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
SIZING THE SEARCH
MARKETING OPPORTUNITY
Baby Products Example
1 U.S. Internet Population
2 Monthly Site Category
Penetration
3 Category Involved
Consumers
4 % Using Search
203 Million
5 Search Marketing
Opportunity
15.6 Million
13%
26.0 Million
60%
9
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Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Searchers are more affluent, younger, and more likely
to be female
Demographic Profile
SEARCHERS
U.S. POPULATION
$63.3k
$45K
Average Age
40.6
46.2
Female
78%
50%
4 yr. College or Better Education
45%
22%
Average Income
10
Demographic & Life Stage Questions: Base: Searcher (n = 2,011); Non – Searcher (n= 803)
= Significant difference at 95% confidence
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They are more social and involved with their homes…
Psychographic Profile
SEARCHERS
NON-SEARCHERS
57%
50%
Enjoy cooking and entertaining for friends
52%
45%
Going out/socializing is a big part of my life
24%
17%
57%
52%
My home is my castle
45%
40%
I believe cleanliness is next to godliness
38%
30%
Socially Active
Involved with Home
11
Demographic & Life Stage Questions: Base: Searcher (n = 2,011); Non – Searcher (n= 803)
= Significant difference at 95% confidence
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…and they are hyper engaged, leveraging a larger
number of offline sources to gather information…
Please tell us all the sources you used to gather information?
39%
In-Store
28%
35%
Offline Media
23%
SEARCHERS
NON-SEARCHERS
27%
Friends and family
13%
Q6: Besides search engines, what other sources, if any, did you use the last time you got information for
the following categories? Please check all that apply. Searcher (n = 2,011); Non – Searcher (n= 803))
= Significant difference at 95% confidence, * Significant difference at 90% Confidence.
12
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…and most online information sources as well
Please tell us all the sources you used to gather information?
54%
Company &
Product Websites
65%
30%
Lifestyle / Interest
Sites
22%
SEARCHERS
NON-SEARCHERS
Blogs, Online
Communities or
Review Sites
Q6: Besides search engines, what other sources, if any, did you use the last time you got information for
the following categories? Please check all that apply. Searcher (n = 2,011); Non – Searcher (n= 803))
= Significant difference at 95% confidence, * Significant difference at 90% Confidence.
9%
6%
13
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What are
customers
looking for?
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CPG consumers are motivated to visit websites to find
what they need to meet life needs
What motivated you to visit these sites? (Open Ended Response)
Packaged Food
• “ I was looking for a side dish to make for a BBQ.
There are all kinds of recipes on the Internet. It’s
great.
• "I have irritable bowel syndrome and I am trying to
lose weight so I was looking up info on what foods
would work best for me"
Home Cleaning Care
• "I have allergies and Fibromyalgia so I am in need
of cleaning products that do not make me sick like
the ones I currently use"
• "To check about bedbug products. I had this
problem for the first time in my life. I want to know
how to get rid of it"
15
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This is consistent across categories
What motivated you to visit these sites? (Open Ended Response)
Personal Beauty
• "I am always trying to find something new to combat
aging, acne, and to cover up these issues. I like to
research what will work best on my skin"
• "I've been wanting information about a problem I'm having
with hair loss"
• "My skin is rather dry and I sometimes do not get enough
sleep, so I was looking for products that would reduce lack
of sleep signs that can show around the eyes"
Baby Products
• "I have a daughter that has accidents at night and I
wanted to find the best product for her to use"
• "Wanted to find out what kind of disposable training pants
to buy and the different types of pull ups that were
available"
16
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Information and content drive searchers to visit;
Non-search visits are driven by price & W-O-M
What motivated you to visit this site? (Coded Open Ended Response)
37%
29%
Product/Company Information
26%
24%
Product Needs
16%
24%
Price/Savings
General Information
Convenience
Advertisement
Recommendation (WOM/Email)
16%
Fulfilling Product Needs
is more important to
Home Cleaning Care
Searchers
1 in 4 Packaged Food
Non – Searchers cite
coupons/special offers.
8%
16%
4%
SEARCHERS
3%
7%
NON-SEARCHERS
2%
15%
17
Base: Searcher (n = 2,011); Non – Searcher (n= 803)
Boxes indicate significant difference at 95% confidence
* Significant difference at 90% confidence.
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
… and they go to great lengths to get it, exhibiting
significantly deeper category engagement
What motivated you to visit this site? (Select as many that apply)
Find more information products
Learn about new products
Help me make a purchase decision
Find out about special offers
Get/compare product prices
Find where to buy/local places
See official company website
Compare competitive products
Consumer and professional reviews
Q3:
Thinking about each category separately, what made you want to go online the last time you were looking
for information about each? You may have various reasons so feel free to check as many as apply.
Base: Searcher (n = 2,011); Non – Searcher (n= 803)
= Significant difference at 95% confidence, * Significant
difference at 90% Confidence.
48%
36%
44%
38%
40%
28%
40%
47%
36%
23%
31%
15%
29%
SEARCHERS
22%
NON-SEARCHERS
26%
10%
21%
10%
18
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Searchers want product information and help making
a purchase decision…
What motivated you to visit this site? (Select as many that apply)
73%
Information
& Help
58%
64%
Purchase
Decision
44%
SEARCHERS
NON-SEARCHERS
Promotion
Company
Website
Q3:
47%
Thinking about each category separately, what made you want to go online the last time you were looking
for information about each? You may have various reasons so feel free to check as many as apply.
Base: Searcher (n = 2,011); Non – Searcher (n= 803)
= Significant difference at 95% confidence, * Significant
difference at 90% Confidence.
59%
29%
22%
19
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CPG searchers show much heavier search activity
versus the general internet population
How many searches are done in a given quarter…?
Baseline
INDEX VS. TOTAL
201
Household
194
Baby
172
Personal Care
Food
Total Internet
145
+101%
+94%
+72%
+45%
100
20
Source: comScore Marketing Solutions; 3 Months Ending April 2007 – Total U.S.
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Exploration drives consumers to use search
Why did you use search?
65%
58%
42%
Though least
indicated, in
aggregate this
represents millions of
Searcher consumers
who don’t know
where to go.
24%
…wanted to see
what's out
there/get a better
idea of what sites
had in the
category
…search is the
most convenient
way to get where
I needed to go
Base: Searcher (n = 2,011)
Q2: Why did you use Search (e.g. a Search Engine like Google, Yahoo!, MSN, AOL, or ASK) the last time you
were looking for information about each category listed across the top? Please check all that apply.
…start with
Search for most
queries
…couldn't
remember the site
address
21
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Consumers expect a similar experience at the Digital
Shelf as they do at the Store Shelf
How many Searchers “strongly agree/agree” with these statements …?
(Top 2 Box on 5 pt. scale)
76%
Allows me to make better buying decisions
I expect leading brands to be at the top of my search
results
71%
I've been introduced to new brands/companies
71%
Search helps me find information more than where to
buy things
67%
Remind me of brands I'm familiar with, but wouldn't
necessarily thought of
67%
When I search online for company websites, it takes a
few searches before I find exactly what I need.
54%
22
Base: Searcher (n = 2,011)
Q20: Please tell us how much you agree or disagree with each of the following statements.
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Searchers can be influenced to switch brands based
on factors other than price
Thinking about your last purchase, did you switch brands?
Why did you switch?
Price
(Main Reason for Switching)
• Searchers 27%
• Non- Searchers 38%
36%
Searchers
29%
Non-Searchers
23
QA14/11a: Did you switch to another brand? Base: Searchers (n = 1,893); Non-Searchers (n = 751)
QA15/12a: Why did you switch? Base: Searchers (n = 625); Non-Searchers (n = 208)
= Significant difference at 90% confidence.
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Cross-media messaging creates demand for more
information
Did any of the following compel you to look for information?
SEARCHERS
NON-SEARCHERS
26%
21%
21%
26%
17%
13%
7%
TV Ad
Online/
website Ad
Q5: Still thinking about the last time you got information online about each category, which, if any, of the
following compelled you to get more information? Please check all that apply.
Base: Searcher (n = 1,960); Non – Searcher (n= 709).
= Significant difference at 95% confidence
Print ad
3%
Radio Ad
5%
2%
Billboard
24
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Search is critical both for content and product sites
How do you usually get to these websites…?
SEARCHERS
NON-SEARCHERS
56%
LIFESTYLE
WEBSITES
34%
33%
31%
52%
58%
73%
COMPANY
PRODUCT
WEBSITES
35%
Use a Search
Engine
Type in
address
Q24: How do you usually get to these types of sites?
Base: For Lifestyle Websites Searcher (n = 661); Non – Searcher (n= 135). For Company Product Websites
Searcher (n = 1,737); Non – Searcher (n = 700).
= Significant difference at 95% confidence
47%
47%
36%
29%
Linked from a
Lifestyle/Inter
est site
36%
39%
28%
22%
Have these
sites
bookmarked
25
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The Value
of
Searchers
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THE VALUE OF SEARCHERS Category Spending
Searchers spend 20% more in the category than non-searchers…
SEARCHERS
NON – SEARCHER
Packaged
Food Products
$51.91
$41.69
Home Cleaning
Care Products
$40.30
$32.34
Personal
Beauty
$52.19
$46.36
Baby
Products
$62.56
$52.09
QD2: In the past 30 days, how much have you spent in total on <INSERT PRODUCT CATEGORY ASSIGNED>? (Your best
estimate is fine.) Base: Searcher (n = 2,011); Non – Searcher (n= 803)
= Significant difference at 95% confidence.
27
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Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
52% of CPG searchers are also brand advocates…
and this defines a Brand Advocate
Using segmentation we separate buyers into two groups
1.
Go out of my way to recommend good
products and brands
2.
Social and well-connected
3.
Others look to me for advice when it
comes to technology
4.
I am a natural leader; people always listen
to my opinions
5.
A good brand is worth talking about
6.
I tend to be one of the first among my
friends to try new products
7.
I often tell friends about products that
interest me
28
Source: Engaging Advocates with Search and Social Media | December 2006
Across 4 Verticals: Auto, Consumer Electronics, Home Loans, and Hotel Bookings
Findings Derived from Segmentation Using over 30 Psychographic Attributes
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Why are brand advocates important
Using segmentation we separate buyers into two groups

More open to influence, considering
more brands prior to making a
purchase

However, once they make their
purchase, they are more loyal to the
brands they buy

50%+ write about their purchases
online, with the large majority writing
something positive (90%)

A 2-to-1 rate of converting someone
to make the exact same purchase
29
Source: Engaging Advocates with Search and Social Media | December 2006
Across 4 Verticals: Auto, Consumer Electronics, Home Loans, and Hotel Bookings
Findings Derived from Segmentation Using over 30 Psychographic Attributes
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
CPG searchers are significantly more likely to be
brand advocates and convince friends to purchase
Using segmentation we separate buyers into two groups
Brand Advocate
Searchers
NonSearchers
52%
38%
Did you convince someone to purchase the
same [CPG category] brand/product?
Plan to Purchase
22%
16%
Already Purchased
41%
33%
QA18/15a: How likely are you to recommend the brand to friend, family member, or colleague? Base:
Searchers who recall brand (n = 1,952); Non-Searchers who recall brand (n = 769)
QA19/16a: Did you convince or persuade at least one friend or family member to buy the brand? Base:
Searchers who recall brand (n = 1,768); Non-Searchers (n = 683)
= Significant difference at 95%
confidence, * and
= Significant difference at 90% confidence.
30
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Advocacy extends the reach potential of search
marketing dramatically
Packaged Food
Products
Home Cleaning Care
Products
Personal Beauty
Products
Baby
Products
Searcher
Searcher
Searcher
Searcher
Unique
Searchers
43.8MM
1.7MM
9.8MM
15.7MM
% Brand
Advocates
52%
51%
45%
57%
22.8MM
.9MM
4.4MM
8.9MM
64%
64%
55%
69%
Advocacy
Impact
14.6MM
.6MM
2.4MM
6.2MM
Extended
Reach
Estimate
58.4MM
2.3MM
12.2MM
21.9MM
Unique
Searchers Who
Advocate
Conversion
Rate
+ 33%
+ 35%
+ 24%
+ 39%
* Market = Visited CPG related website in the category in past month
31
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Key
Searcher
Segments
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SEGMENTATION METHODOLOGY
Predictive Factors
Examined 100+ variables from the
questionnaire
From this, 13 factors identified as predictive
• Interact with site
• Help make decision
• Product information
• What others say
• Environment/safety
• Company info
• Save money
• Use new media
• Search to brands
• Search for info
• Brand advocate
• Influencer
• Leader/expert
4-STEP STATISTICAL PROCESS
(1) Identified key concepts in data
using multiple iteratively applied
statistical processes
(2) Employed 3-stage cluster analysis
(3) Used discriminate analysis to assess
the reliability of the cluster solutions
and identify ways that the clusters
differed from each other
(4) Repeated steps 2 and 3 until a
stable and business relevant solution
emerged – which turned out to be a 7
cluster solution
33
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Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
3 Segments Emerged on our Analysis of CPG Site
Visitors
50%
Brand Advocates



Curious, strongly motivated, brand
conscious in search activities, most
receptive to visiting CPG related websites
with product related information, benefits,
and incentives
24%
Interested &
Engaged

Motivated by product
features, curious

Motivated by
product/company
information, search to
fulfill personal needs,
Normal or somewhat higher on most
measures, motivated by product features
Younger, higher income families, enjoy
cooking/entertaining

Single, older, lower
income
26%
Value Conscious
Consumers

Low motivation,
media has little
impact

Least likely to switch
brands/switch on
price, lowest
spenders

Stay-at-home, older,
lower income
34
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3 Segments Emerged on our Analysis of CPG Site
Visitors
50%
24%
26%
Brand Advocates
Interested &
Engaged
Value Conscious
Consumers
Use of search: Get to
Company Product
websites
70%
80%
72%
Use of search: Get to
Lifestyle websites
55%
61%
53%
Category Purchasing
(per month)
$56.97
$51.98
$41.26
35
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Search Usage
Brand Advocates
Demographic profile
• 77% female
• Average age: 39.7 years
• Average income: $65.8K
• 4 year college or greater: 46%
• Married with kids at home: 42%
• Single: 21%
Media influence on search
• Similar to Information Seekers
• Billboard: 7%
Category Spending
Advocacy & Leadership
Overall Attitudes and behaviors
• Very strong band advocates: 73%
• Persuasive – already purchased brand:
64%
• Switched brands: 40%
•
On product features: 54%
•
On price: 23%
• Vocal, post online reviews: 34% past 3
months
• Active researchers, compare products
online weekly or more often: 47%
50%
Segment Size
(35.5MM Users)
Motivations for CPG site visitation
• Generally higher than Low Value
Consumers but mostly lower than
Information Seekers
• But, more responsive to incentives to visit
company/product websites
• Product prices: 49%
• Contests to win prizes: 44%
• Opportunity to learn about new
products: 47%
• Ability to compare competitive
products: 43%
Search: Motivations for using and attitudes
• Brand focused
• Expect leading brands to be at the
top of my search results: 42%
• Reminds me of familiar brands: 32%
• More intense searches
• Takes a few searches before I find
exactly what I need: 27%
36
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Search Usage
Category Spending
Interested & Engaged
Demographic profile
• 80% female
• Average age: 42.1 years
• Average income: $61.1K
• 4 year college or greater: 46%
• Married with kids at home: 31%
• Single: 33%
Media influence on search
• Similar to Persuasive Brand Advocates
• Print: 23%
Advocacy & Leadership
Overall Attitudes and behaviors
• Switch brands on product features: 50%
• Active researchers, compare products
online weekly or more often: 48%
24%
Segment Size
(17.0MM Users)
Motivations for CPG site visitation
• Product Information/Reviews: 95%
• Purchase Decision: 80%
• Special offers/coupons: 58%
• Visit Company Website: 46%
Renamed first and third nets from
the SES tables – were “Information &
Help” and “Promotion” respectively
Search : Motivations for using and attitudes
• Curious and focused on convenience
• Wanted to see what’s out there: 77%
• Most convenient way to go: 66%
• Start with search for most queries: 53%
• Use Search to get to company/product
websites: 80%
37
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Search Usage
Category Spending
Value Conscious Consumers
Demographic profile
• 79% female
• Average age: 41.0 years
• Average income: $60.6K
• 4 year college or greater: 42%
• Married with kids at home: 39%
• Single: 25%
Media influence on search
• Very low impact
Advocacy & Leadership
Attitudes and behaviors
• Lower scores than other segments
nearly across the board
•
Less active socially: 43%
•
Low Involvement with their
home: 43%
•
Brand Advocacy is very low:
14%
• Motivated more by price than other
segments when switching brands: 39%
26%
Segment Size
(18.5MM Users)
Motivations for CPG site visitation
• Least motivated across the board
Search : Motivations for using and attitudes
• More limited in all areas
38
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Research Highlights
REACH
• Nearly half of internet users searched using CPG keywords and/or visited a
CPG-related site during the past 90 days.
• Nearly half of CPG site traffic originates with search– this is higher than most
categories. Search is the starting point for both consumers and brands.
• CPG Searchers use search 2X as much as the general internet population. In
aggregate they represent scalable audiences with considerable spending
power and influence.
RELEVANCE
• Demographic, attitudinal and behavioral data about CPG searchers reveals
a profile of a more affluent, younger, female and more media-savvy
consumer.
• CPG searchers say they are seeking information to help with purchase
decisions and to find relevant CPG content. Their search activity
demonstrates active interest and openness to influence.
• You’re competing with other brands and ‘non-brand’ site for their attention.
39
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Research Highlights
RESULTS
• CPG searchers link their search activity with purchase intent and skew away
from price as the reason to switch brands. Active, responsive.
• CPG Searchers report spending 20% more money in store, in-category, during
the 30 days around their search activity.
• They are much more likely to be ‘brand advocates’ and share their
recommendations with friends and family. Multiplier effect.
IMPLICATIONS
• These insights challenge the notion that search “doesn’t fit” for CPG brands:
It scales, it reaches a valuable and engaged consumer. It is a more efficient
and personal message delivery vehicle than other media.
• CPG advertisers should treat the search results page like a retail store shelf: is
the brand present? Is it easy to find? Is it packaged to sell?
• Position your brand through search to reinforce and extend association with
key brand equities. Ladder up! (Temporary –> Lifestage -> Lifestyle).
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THE MISSED OPPORTUNITY The Digital Shelf
The result of over 50
years of Olay
research, Olay
spent millions on
anti aging skin care
positioning
Regenerist as a
premium and
revolutionary new
product for antiaging skincare
Neutrogena is advertising to engaged category
consumers at a critical brand-building moment…at
the digital shelf, Olay is out-of-stock.
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THE MISSED OPPORTUNITY The Digital Shelf
Iams
is spending
millions on
natural dog food
launching Healthy
Naturals dog
food…
…but a competitor is outbidding them (by less than
$1!), resulting in poor placement
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THE MISSED OPPORTUNITY The Digital Shelf Even Digital Leaders Can Improve
Kellogg’s spent
millions on
packaging and organic cereal
advertising to
link “Organic”
to their
brands…
Kellogg’s
Organic products don’t appear on
the “digital shelf” – but its competitor does with
wholegrainnation.com. This is a missed
opportunity with an engaged consumer.
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THANK
YOU
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Why search
should
matter
to P&G
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Search is more important to P&G brand switchers who
are engaged in the category
How important is Search….”? (Top Box & Top 2 Box on 5 pt. scale)
Search is
especially
important to
point of entry
buyers.
69%
29%
71%
27%
77%
67%
28%
69%
33%
68%
53%
18%
40%
Any 3
P&G
44%
39%
36%
Home
Personal
Baby
Cleaning Beauty Products
55%
35%
Very
important
40%
Somewhat
important
Did Not
Switch
Switched to P&G Brand
Q17: How important was using Search (e.g. a Search Engine like Google, Yahoo!, MSN, AOL, or ASK) in helping
you make your purchase of < INSERT BRAND FROM Q11. IF Q11 = “Don’t know / Can’t recall” INSERT “the brand
you most recently purchased” >. Base sizes vary by usage.
= Significant difference at 95% confidence,
= Significant difference at 90% confidence.
32%
36%
29%
Visited
All 3
59%
18%
22%
37%
37%
Visited
Any 2
Visited
Any 1
34%
44%
1st Time
Baby
Products
# of P&G Category Sites Visited
& Point of Entry
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Searchers are more successful in converting their
friends to buy P&G products
How likely are you to recommend your P&G brand…?
Did they purchase or do they plan to purchase the P&G brand…?
Searchers
Non-Searchers
Definitely Recommend
Purchase
Definitely Recommend
Purchase
51%
56%
Plan to
Purchase
Purchased
49%
Personal
Beauty &
Baby
Products
18%
67%
10.1MM
people
Q18: How likely are you to recommend <INSERT BRAND CHECKED IN Q11 IF CODES = 1 – X OR “VERBATIM
COMMENT” IF “Other (Please specify)”> to friend, family member, or colleague? Base: Searchers who recall P&G
brand bought (n = 1,059); Non-Searchers who recall P&G brand bought (n = 374)
Q19: Did you convince or persuade at least one friend or family member to buy the brand? Base: Searchers who
recall brand (n = 966); Non-Searchers (n = 333 )
= Significant difference at 95% confidence,
= Significant
difference at 90% confidence.
Plan to
Purchase
Purchased
37%
11.4MM
people
15%
52%
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The more P&G sites they visit, the more they advocate
How likely are you to recommend your P&G brand…?
Did they purchase or do they plan to purchase the P&G brand…?
P&G User: Visited
Websites in All 3
P&G Categories
P&G User: Visited
Websites in Any 2
P&G Categories
P&G User: Visited
Websites in Any 1
P&G Category
Definitely Recommend
Purchase
Definitely Recommend
Purchase
Definitely Recommend
Purchase
53%
Plan to
Purchase
Purchased
58%
Greater than
for both visitors
to websites in
any 1 or any 2
category(ies)
17%
75%
50%
55%
Plan to
Purchase
Purchased
48%
17%
65%
Q18: How likely are you to recommend <INSERT BRAND CHECKED IN Q11 IF CODES = 1 – X OR “VERBATIM
COMMENT” IF “Other (Please specify)”> to friend, family member, or colleague? Base: Searchers who recall P&G
brand bought (n = 1,059); Non-Searchers who recall P&G brand bought (n = 374)
Q19: Did you convince or persuade at least one friend or family member to buy the brand? Base: Searchers who
recall brand (n = 966); Non-Searchers (n = 333 )
= Significant difference at 95% confidence,
= Significant
difference at 90% confidence.
Plan to
Purchase
Purchased
37%
17%
54%
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Alternative Key
Findings Slides
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Executive Summary
• Customers view CPG website as the digital shelf extension of the shopping
experience. Nearly half of all Internet users have visited a CPG related site
in the past quarter
IMPLICATION: Consumers are looking for your company, your
brands and your products online. Develop a robust strategy to
reach and engage with your customers where they’re at -- online
• Searchers are your most engaged consumers, thirsty for information and
ripe for influence. Search queries are predominantly informational, not
conversion based
IMPLICATION: Searchers represent significant opportunity for
marketers seeking to engage customers at a deeper level by
providing exactly what they need and want – product information,
opportunities to learn more about whole product lines, customer
reviews, and a desire to “pre-shop” online before purchase
• Search is the most widely utilized starting point for arriving at lifestyle and
company branded websites. Over 43% of CPG site visitors arrived via
search
IMPLICATION: Search marketing is a reach vehicle – potentially
influencing millions of “in-market” consumers
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Executive Summary
• Offline media often ignites searchers to follow-up with product research,
seek more information, and/or find deals.
IMPLICATION: Search marketing needs to be integrated with your
overall brand strategy to maximize the impact of your cross media
campaigns.
• The segmentation underscores the motivations driving search behavior – a
quest for knowledge, the need to be empowerment – all a convenient
mouse click away.
IMPLICATION: The best search marketing strategy will link to good
content - ultimately “building brand” in the process.
• Searchers are among your most valuable customers. They spend more,
have desirable demos, and advocate for the brands they love.
IMPLICATION: Engage with searchers not only for their value alone, but
for their potential to reach and influence a wider sphere of prospects.
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