January 2nd, 2007 | Published in Google CPG
A new report from iCrossing focuses on how and why Americans find CPG products online. The results are highly interesting and, hooray! -- they are in line with what we've been discussing with our clients and partners all year.
As a newly released study from iCrossing notes, "While significant searching is happening online, only 1% of the total CPG advertising budget is currently budgeted to online marketing." (Here's the article summarizing the findings.) The survey for the report was conducted by Harris Interactive and found among other things that among U.S. adults, 39% have searched for CPG online at some point:
iCrossing recommendations to CPG marketers include increasing your budgets for search and website marketing to reach your target audience. The report also outlines some of the reasons why U.S. adults search online for CPG products. Primarily, these are: to find special offers, gather further product information, and find locations to buy products.
We believe strongly that '07 will be a big year for CPG brands to begin fully embracing the marketing potential of the web. We look forward to discussing this with you. Please let us know if we can help.