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CPG

Among all sectors, CPG brands have had the most trouble engaging online audiences over the past two years, new research shows.

Typifying the category’s digital failings, beer brand Michelob Ultra fared the worst with a net traffic loss of 94%, according to a report slated for release on Thursday by social media software provider Livefyre, in partnership with organizers of the Pivot Conference.

A spokesperson for Michelob Ultra parent Anheuser-Busch was not available for comment by press time.

Standing apart from its poorly performing CPG peers, Oreo saw a staggering increase in Web traffic of 7,244% this past year, according to Livefyre, which relied on Compete.com for its unique visitor data.

Thanks in large part to 360i — Oreo’s digital agency since 2010 — the cookie brand has recently experienced tremendous traction across online and mobile channels. The “dunk in the dark” tweet that the Oreo brand sent out during the third quarter of Super Bowl XLVII ranks among the most innovative and successful ad executions of 2013.

Livefyre CEO Jordan Kretchmer cited social media as key to improving a brand’s digital popularity. “The study shows that those industries which successfully integrated social experiences into their Web sites have seen the greatest return in traffic,” Kretchmer said Wednesday.

“The key takeaway here is that consumer behavior is evolving faster than it ever has before and in order to sustain growth, brands need to evolve their communication strategies just as quickly,” Kretchmer added.

Earning Livefyre’s “rookie of the year” award, Pop Chips also stood apart from other CPG brands with a 279% jump in Web traffic over the past year — albeit on a relatively small base.

Cosmetic companies like Estee Lauder, L’Oreal, Revlon, Maybelline, and CoverGirl all lost Web traffic in 2012 and 2013, according to Livefyre. As for other beauty brands, one-time digital darlings like Dove and Axe both suffered losses in Web traffic over the past year, by Livefyre’s measure. Standouts included Gillette Venus and Burt’s Bees, the latter of which saw a 280% increase in Web traffic from 2012 through 2013.

In the household product aisle, eco-friendly brand Seventh Generation stood out by growing from a 65% loss in Web traffic from 2011-to-2012 to a 488% gain from 2012-to-2013.

The study analyzed 500 global mainstream brands across 16 different industries, looking at the growth and loss patterns of unique visitors from 2011 through 2013.

Unique visitor data was pulled from Compete.com’s Web analytics platform, which was then compiled into lists of average unique change over each annual period covered. The data was then used to benchmark the change in growth of branded sites across the Web in order to give a broader view of Web traffic trends.

Social measures for Facebook and Twitter were gleaned using Unmetric and other social measurement services, and then compared to Web traffic patters in an effort to unearth relevant correlations.

See on www.mediapost.com

Digital Advertising now exceed 35% at Procter and Gamble

Procter & Gamble Co. is now spending more than a third of its U.S. marketing budget on digital media, an aggressive shift consumer brands set to increase their Online Media budgets, at the cost of lowering their ad spends on print, radio and TV . Clearly web and mobile marketing are emerging as the ‘ most efficient” marketing  challenge in the uncertain economic times as these
According to  P&G chief executive A.G. Lafley procter and Gamble s giant’s digital spending on things like online ads and social media ranges from 25% to 35% of its marketing budget and is currently near the top of that range in the U.S., its biggest market. In 2011 19% of FMCG Brands Marketing Budgets went the digital way in the United States
In  the year 2012, fiscal year  P&G spent $9.3billion on Marketing Including print, TV,

Radio, Digital and Mobile Advertising.P&G recently told ” that Online media budgets is only set to increase in the coming year ” We have some business and brands where digital and online is incredibly brands effective and provides the right distribution channel for ” engaging with brands

By 2020 Unilever expects the developing economies to make 70% of global sales, as Consumer Good Giants led by PG and Unilever sweat it out in the marketplace where ” consumers are increasing going digital led by Mobile web, Tablets and Connected Devices

P&G built its business on deep consumer research and premium products that it pushed through heavy advertising, much of it on television. That backdrop is changing, however. The recession has left consumers more frugal, and there are now many ways to influence consumers using the Web and mobile technologies

See on www.onlinemarketing-trends.com

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