Surfers searching for more info
Visitor Conversion, Internet Marketing, E-commerce
25 October 2007
Most online searchers looking for consumer packaged goods (CPGs) are after more product information, new research has found.
A study by global information provider, comScore, revealed 73 per cent were looking for extra details, 64 per cent were looking for help making the purchase decision, 47 per cent were seeking promotions and only 29 per cent were actually looking for the company website.
In the report, The Digital Shelf: the Opportunity for Search Marketing in Consumer Packaged Goods, comScore found that search drove a majority of US consumers who visited websites for CPGs.
James Lamberti, comScore senior vice president of media, believes that a clear opportunity exists for these companies.
"Brand managers should be placing more emphasis on this channel to influence the long-term health of their brands," he said.
The study was conducted in partnership with Procter & Gamble, Yahoo!, and Search Engine Marketing Professional Organisation (SEMPO).
Matt Wilburn, senior category director for Yahoo!, said: "Today search marketing offers an incredible opportunity for the savvy packaged goods marketer."
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