Google Data » Google CPG Marketing https://googledata.org Everything Google: News, Products, Services, Content, Culture Fri, 10 Apr 2015 22:28:52 +0000 en-US hourly 1 http://wordpress.org/?v=4.1.1 From clipping to clicking – new research looks at the future of coupons https://googledata.org/uncategorized/from-clipping-to-clicking-new-research-looks-at-the-future-of-coupons/ https://googledata.org/uncategorized/from-clipping-to-clicking-new-research-looks-at-the-future-of-coupons/#comments Thu, 18 Jul 2013 20:29:00 +0000 https://googledata.org/?guid=f3dd10017bbd32b6d3d2a44eea4edaf5 Cross posted from the Google Commerce Blog

For a generation, clip-and-save coupons in freestanding newspaper inserts (FSIs) were the norm for shoppers. But with the introduction of downloadable, print-at-home, and digital coupons in recent years, shoppers today have a whole new array of options to receive and redeem better, more relevant discount offers -- whether at home or on the go. Internet marketing research firm eMarketer estimates that mobile coupon users will grow to 53.2 million by 2014.

Zavers by Google, the digital coupon solution that delivers relevant discount offers to shoppers on their desktops and mobile devices, completed a study with Shopper Sciences to dive into the current state of couponing, the potential of digital and mobile couponing, and to provide guidance in developing a strategy for the future.  

The Zavers study found that while women and moms have traditionally been the typical coupon user, men are quickly catching up -- now representing about a third of all coupon users across all categories.

Millennials also signify an expanding segment of the digital coupon market. According to our research, Millennials are more likely to use a mobile device to receive a percentage-off discount than any other age group. Millennials are also more likely to embrace digital solutions that help them manage coupons and offers.

Finally, our studies revealed that more than 40% of shoppers have left a retail store without purchasing because they knew they left a coupon at home. 54% percent of shoppers said that the ability to load digital coupons to a loyalty card or personal identifier (such as a smart phone) was “very” or “extremely useful.”  The data suggests that consumers value the ability to easily access their coupons whenever and wherever they are.

There are three key things that retailers and manufacturers can do to create a winning couponing program in the digital age:

1. Recognize the Zero Moment of Truth (ZMOT) -- the moment when a shopper is searching online for products and information -- as a key opportunity for delivering relevant and tailored coupons.
2. Set up cloud-based redemption and reconciliation so coupons can be tracked and cleared in real time and promotions can be evaluated and adjusted quickly.
3. Understand your customer purchase habits and reward your best customers with motivating incentives.

Preview the below to learn more about the Zavers by Google coupon study, or download the complete white paper.




Posted by Jenny Liu, Product Marketing Manager, Zavers by Google]]> Cross posted from the Google Commerce Blog

For a generation, clip-and-save coupons in freestanding newspaper inserts (FSIs) were the norm for shoppers. But with the introduction of downloadable, print-at-home, and digital coupons in recent years, shoppers today have a whole new array of options to receive and redeem better, more relevant discount offers -- whether at home or on the go. Internet marketing research firm eMarketer estimates that mobile coupon users will grow to 53.2 million by 2014.

Zavers by Google, the digital coupon solution that delivers relevant discount offers to shoppers on their desktops and mobile devices, completed a study with Shopper Sciences to dive into the current state of couponing, the potential of digital and mobile couponing, and to provide guidance in developing a strategy for the future.  

The Zavers study found that while women and moms have traditionally been the typical coupon user, men are quickly catching up -- now representing about a third of all coupon users across all categories.

Millennials also signify an expanding segment of the digital coupon market. According to our research, Millennials are more likely to use a mobile device to receive a percentage-off discount than any other age group. Millennials are also more likely to embrace digital solutions that help them manage coupons and offers.

Finally, our studies revealed that more than 40% of shoppers have left a retail store without purchasing because they knew they left a coupon at home. 54% percent of shoppers said that the ability to load digital coupons to a loyalty card or personal identifier (such as a smart phone) was “very” or “extremely useful.”  The data suggests that consumers value the ability to easily access their coupons whenever and wherever they are.

There are three key things that retailers and manufacturers can do to create a winning couponing program in the digital age:

1. Recognize the Zero Moment of Truth (ZMOT) -- the moment when a shopper is searching online for products and information -- as a key opportunity for delivering relevant and tailored coupons.
2. Set up cloud-based redemption and reconciliation so coupons can be tracked and cleared in real time and promotions can be evaluated and adjusted quickly.
3. Understand your customer purchase habits and reward your best customers with motivating incentives.

Preview the below to learn more about the Zavers by Google coupon study, or download the complete white paper.




Posted by Jenny Liu, Product Marketing Manager, Zavers by Google]]> https://googledata.org/uncategorized/from-clipping-to-clicking-new-research-looks-at-the-future-of-coupons/feed/ 0 Price Chopper Supermarkets partners with Zavers by Google to reward their most loyal shoppers https://googledata.org/uncategorized/zavers-by-google-helps-price-chopper-make-gains-among-its-most-loyal-shoppers/ https://googledata.org/uncategorized/zavers-by-google-helps-price-chopper-make-gains-among-its-most-loyal-shoppers/#comments Tue, 02 Jul 2013 20:26:00 +0000 https://googledata.org/?guid=b604d434dcbf3129fa9ce478797d90f1 Cross posted from the Google Commerce Blog

Since its launch in January, Zavers by Google has partnered with leading regional supermarkets, like D’Agostino, BI-LO/Winn-Dixie and Associated Food Stores, to reward customers with relevant coupons. The digital coupon solution also helps retailers and manufacturers increase shopper spend and basket size.

Price Chopper, an innovative 81-year-old supermarket chain based in New York, worked with Zavers to engage their loyal shoppers in a new way, and saw significant results. Price Chopper was looking to optimize their coupon marketing campaigns and deliver more effective coupons to their customers’ rewards cards. After researching multiple digital coupon solutions, Price Chopper teamed up with Zavers by Google to seamlessly integrate their website and mobile app with the technology to load coupons directly to customers’ rewards cards.


“Digital coupons make it easier for shoppers to get savings at the moment they’re deciding what to buy. Plus, with automatic redemption at checkout, our cashiers don’t have to spend time scanning paper coupons,” says Heidi Reale, Price Chopper’s Director of Shopper and Digital Marketing.

After implementing Zavers by Google, Price Chopper saw significant gains in basket size, trip frequency, and weekly spend amongst its best customers. Internal analysis revealed that loyal shoppers who spent 50 percent of their share-of-wallet with Price Chopper also represented 43 percent of all their Zavers digital coupon users, which meant that these shoppers make up a valuable segment of their customers.

Furthermore, a Price Chopper comparison analysis of shopper spending habits showed that among shoppers who engaged with Zavers e-coupons, the average total monthly spend of active customers increased by 10 percent.

“We are very happy with the results so far,” Reale says. “We see e-coupons as a way to reward our best shoppers, the ones who spend the most with us and visit us the most. With Zavers by Google, we don’t simply deliver a coupon to someone’s card. We deliver it more effectively in a way that generates a better ROI for both manufacturers and retailers.”

To learn more about Price Chopper’s success with Zavers by Google, download the full case study. Visit google.com/zavers to learn more about Zavers’ digital couponing solution or contact our sales team at g.co/contact-zavers

Posted by Jenny Liu, Product Marketing Manager, Zavers by Google
]]> Cross posted from the Google Commerce Blog

Since its launch in January, Zavers by Google has partnered with leading regional supermarkets, like D’Agostino, BI-LO/Winn-Dixie and Associated Food Stores, to reward customers with relevant coupons. The digital coupon solution also helps retailers and manufacturers increase shopper spend and basket size.

Price Chopper, an innovative 81-year-old supermarket chain based in New York, worked with Zavers to engage their loyal shoppers in a new way, and saw significant results. Price Chopper was looking to optimize their coupon marketing campaigns and deliver more effective coupons to their customers’ rewards cards. After researching multiple digital coupon solutions, Price Chopper teamed up with Zavers by Google to seamlessly integrate their website and mobile app with the technology to load coupons directly to customers’ rewards cards.


“Digital coupons make it easier for shoppers to get savings at the moment they’re deciding what to buy. Plus, with automatic redemption at checkout, our cashiers don’t have to spend time scanning paper coupons,” says Heidi Reale, Price Chopper’s Director of Shopper and Digital Marketing.

After implementing Zavers by Google, Price Chopper saw significant gains in basket size, trip frequency, and weekly spend amongst its best customers. Internal analysis revealed that loyal shoppers who spent 50 percent of their share-of-wallet with Price Chopper also represented 43 percent of all their Zavers digital coupon users, which meant that these shoppers make up a valuable segment of their customers.

Furthermore, a Price Chopper comparison analysis of shopper spending habits showed that among shoppers who engaged with Zavers e-coupons, the average total monthly spend of active customers increased by 10 percent.

“We are very happy with the results so far,” Reale says. “We see e-coupons as a way to reward our best shoppers, the ones who spend the most with us and visit us the most. With Zavers by Google, we don’t simply deliver a coupon to someone’s card. We deliver it more effectively in a way that generates a better ROI for both manufacturers and retailers.”

To learn more about Price Chopper’s success with Zavers by Google, download the full case study. Visit google.com/zavers to learn more about Zavers’ digital couponing solution or contact our sales team at g.co/contact-zavers

Posted by Jenny Liu, Product Marketing Manager, Zavers by Google
]]> https://googledata.org/uncategorized/zavers-by-google-helps-price-chopper-make-gains-among-its-most-loyal-shoppers/feed/ 0 Future of Advertising Event – DoubleClick Insights https://googledata.org/google-cpg/future-of-advertising-event-doubleclick-insights-2/ https://googledata.org/google-cpg/future-of-advertising-event-doubleclick-insights-2/#comments Fri, 01 Jun 2012 18:52:00 +0000 https://googledata.org/?guid=795606f2e18189bede7ad41255519eb1 (cross-posted on the DoubleClick Advertiser Blog)

There has been explosive growth in ad technology over the last 20 years. From each of our perspectives -- whether you are an agency, an advertiser, publisher or a technology provider -- we can all still see unprecedented opportunities as the digital world continues to grow and diversify.

We believe that as an industry, we’re on a common digital journey and that the next wave of innovation in ad tech will come from us all working better together.

However, like all great opportunities, there are challenges and questions, such as:
  • How do we unlock the next $50 billion of opportunity for digital advertising?
  • How do we deliver those immersive, interactive experiences to today’s empowered consumer demands?
  • What do we, as part of the ad tech ecosystem, need to build to create even more value for our clients and consumers?
On June 5th we’re hosting DoubleClick Insights to start exploring some answers to these questions. Senior leaders from top agencies, advertisers and publishers will help lead the conversation -- and you’re invited to join via the live stream! Register here.

The agenda will include topics such as:

Adapting to the Empowered Consumer:
Neal Mohan, Vice President, Display Advertising at Google will be joined by David Kenny, Chairman & CEO, The Weather Channel Companies, and James Pitaro, Co-President, Disney Interactive Media Group, to discuss how technology is being used to deliver new content and advertising experiences to consumers.

If We Build It, Will They (Consumers) Come? 
Terry Kawaja, CEO and Co-Founder, Luma Partners (and creator of the now legendary LUMAscape chart) will lead a conversation about the ad tech ecosystem, and what it needs to do next to add value for agencies, publishers, marketers – and ultimately consumers. Terry will be joined onstage by:
  • Omar Tawokol, Chief Executive Officer, BlueKai
  • Greg Stuart, Global CEO of Mobile Marketing Association
  • Kurt Unkel, President, VivaKi
  • Shishir Mehrota, Vice President of Product Management, YouTube
Outside the Box: Technology = Creative Friend or Foe?
Technology is supposed to make the life of a marketer easier. For our final conversation, we’re going to focus on the question of: Is this technology exploring resulting in better marketing? Or, is it just resulting in mediocre creative and complexity for both consumers and marketers? Karim Temsamani, Vice President - New Products and Solutions, Google moderates the conversation with leaders from creative agencies, iconic brands and publishers including:
  • Brad Ruffkess, Global Connection, Coca-Cola
  • Mike Lowenstern, Managing Director of Digital Advertising, R/GA
  • Peter Minnium, Head of Digital Brand Initiatives, IAB
  • John Caldwell, Chief Digital Officer, National Geographic
The live stream will start on June 5, 2012, at 9:00 am PDT, and you’ll be able to watch from your computer, tablet, or mobile device. To learn more about our highlighted speakers go to theSpeakers page on our site.

Please register for this virtual event by visiting the DoubleClick Insights Live Stream page.

DoubleClick Insights
Tuesday, June 5th 2012
9:00am - 1:00pm PST
Set event reminder today

Following us on Google+ or Twitter (@DoubleClick and @DoubleClick_pub)? Use the #dclkinsights tag as you're watching the event to ask questions or share comments during the event.

Posted by Stephen Kliff and Scott Brown, DoubleClick Marketing

]]> (cross-posted on the DoubleClick Advertiser Blog)

There has been explosive growth in ad technology over the last 20 years. From each of our perspectives -- whether you are an agency, an advertiser, publisher or a technology provider -- we can all still see unprecedented opportunities as the digital world continues to grow and diversify.

We believe that as an industry, we’re on a common digital journey and that the next wave of innovation in ad tech will come from us all working better together.

However, like all great opportunities, there are challenges and questions, such as:
  • How do we unlock the next $50 billion of opportunity for digital advertising?
  • How do we deliver those immersive, interactive experiences to today’s empowered consumer demands?
  • What do we, as part of the ad tech ecosystem, need to build to create even more value for our clients and consumers?
On June 5th we’re hosting DoubleClick Insights to start exploring some answers to these questions. Senior leaders from top agencies, advertisers and publishers will help lead the conversation -- and you’re invited to join via the live stream! Register here.

The agenda will include topics such as:

Adapting to the Empowered Consumer:
Neal Mohan, Vice President, Display Advertising at Google will be joined by David Kenny, Chairman & CEO, The Weather Channel Companies, and James Pitaro, Co-President, Disney Interactive Media Group, to discuss how technology is being used to deliver new content and advertising experiences to consumers.

If We Build It, Will They (Consumers) Come? 
Terry Kawaja, CEO and Co-Founder, Luma Partners (and creator of the now legendary LUMAscape chart) will lead a conversation about the ad tech ecosystem, and what it needs to do next to add value for agencies, publishers, marketers – and ultimately consumers. Terry will be joined onstage by:
  • Omar Tawokol, Chief Executive Officer, BlueKai
  • Greg Stuart, Global CEO of Mobile Marketing Association
  • Kurt Unkel, President, VivaKi
  • Shishir Mehrota, Vice President of Product Management, YouTube
Outside the Box: Technology = Creative Friend or Foe?
Technology is supposed to make the life of a marketer easier. For our final conversation, we’re going to focus on the question of: Is this technology exploring resulting in better marketing? Or, is it just resulting in mediocre creative and complexity for both consumers and marketers? Karim Temsamani, Vice President - New Products and Solutions, Google moderates the conversation with leaders from creative agencies, iconic brands and publishers including:
  • Brad Ruffkess, Global Connection, Coca-Cola
  • Mike Lowenstern, Managing Director of Digital Advertising, R/GA
  • Peter Minnium, Head of Digital Brand Initiatives, IAB
  • John Caldwell, Chief Digital Officer, National Geographic
The live stream will start on June 5, 2012, at 9:00 am PDT, and you’ll be able to watch from your computer, tablet, or mobile device. To learn more about our highlighted speakers go to theSpeakers page on our site.

Please register for this virtual event by visiting the DoubleClick Insights Live Stream page.

DoubleClick Insights
Tuesday, June 5th 2012
9:00am - 1:00pm PST
Set event reminder today

Following us on Google+ or Twitter (@DoubleClick and @DoubleClick_pub)? Use the #dclkinsights tag as you're watching the event to ask questions or share comments during the event.

Posted by Stephen Kliff and Scott Brown, DoubleClick Marketing

]]> https://googledata.org/google-cpg/future-of-advertising-event-doubleclick-insights-2/feed/ 0 Because Data Beats Opinion: Introducing Think Insights with Google https://googledata.org/google-cpg/because-data-beats-opinion-introducing-think-insights-with-google/ https://googledata.org/google-cpg/because-data-beats-opinion-introducing-think-insights-with-google/#comments Wed, 11 May 2011 18:55:00 +0000 https://googledata.org/?guid=afe9ca7bb4ee3675a9838a02ee291900 It’s one of our company’s guiding principles that data beats opinion. And as such, we’ve put a lot of effort into asking some interesting questions -- How do new mothers use the Internet? When do people really start their holiday shopping? What trends typify today’s Hispanic web user? -- and answering them with concrete information.

We’re now pleased to share this knowledge at Think Insights with Google, the website where we’ll be publishing our learnings and insights about digital marketing trends. From papers to case studies to videos, Think Insights' content represents the on-going work we’re doing to better understand how web users are embracing new media platforms, and how marketers are adapting to this changing terrain. We’ll be updating this site frequently, so if you'd like to keep up with our latest news, sign up here for your monthly Think Insights fix.

Enjoy and happy data-diving,

The Think Insights Team
www.google.com/think/insights
]]> https://googledata.org/google-cpg/because-data-beats-opinion-introducing-think-insights-with-google/feed/ 0 Think with Google: Search Ads Affect Offline Sales, too https://googledata.org/google-cpg/think-with-google-search-ads-affect-offline-sales-too/ https://googledata.org/google-cpg/think-with-google-search-ads-affect-offline-sales-too/#comments Tue, 05 Apr 2011 14:46:00 +0000 https://googledata.org/?guid=0301ebcb3fd5ed2836a5ff6daa550d90 As featured on the Google Business YouTube Channel

Do online search campaigns lead to in-store sales? Controlled studies we call ‘Online to Store’ experiments prove time and again that they do! Check out this video for results from large advertisers that tested the effects of keyword targeted products and categories, generic keywords and online coupons. Highlights include in-store sales lift, return on ad spend (15:1 in some cases) and halo effects on overall sales. Understanding the effect of search ads on offline sales is a large part of accurately defining the full value of search campaigns, beyond direct conversion. Consider these results and your own online to store testing.

Embed:
]]> https://googledata.org/google-cpg/think-with-google-search-ads-affect-offline-sales-too/feed/ 0 Think with Google: What We Learned in 2010 https://googledata.org/google-cpg/think-with-google-what-we-learned-in-2010-2/ https://googledata.org/google-cpg/think-with-google-what-we-learned-in-2010-2/#comments Wed, 02 Feb 2011 15:06:00 +0000 https://googledata.org/?guid=83b18bf10783f6f628dd1cccc15ef76e It’s no secret that today’s consumer is online more than ever before! In 2010, we conducted over 60 research studies with the help of partners such as Compete & OTX to better understand how consumers are utilizing the web--and to help you reach them! From all of this research, we learned some pretty cool facts. For example, did you know Google provides the most dating site search referrals1? Or that 25% of new vehicle buyers utilize the mobile web during their research process2? Neither did we. Watch this video to see some of the coolest (in our minds!) insights gleaned in 2010!

Embed:

Sources: 1Google & Compete Personals Study 2010. 2Google & Compete Automotive Buy Flow Study 2010.
]]> https://googledata.org/google-cpg/think-with-google-what-we-learned-in-2010-2/feed/ 0 Think with Google: What We Learned in 2010 https://googledata.org/google-cpg/think-with-google-what-we-learned-in-2010/ https://googledata.org/google-cpg/think-with-google-what-we-learned-in-2010/#comments Wed, 02 Feb 2011 15:06:00 +0000 It’s no secret that today’s consumer is online more than ever before! In 2010, we conducted over 60 research studies with the help of partners such as Compete & OTX to better understand how consumers are utilizing the web--and to help you reach them! From all of this research, we learned some pretty cool facts. For example, did you know Google provides the most dating site search referrals1? Or that 25% of new vehicle buyers utilize the mobile web during their research process2? Neither did we. Watch this video to see some of the coolest (in our minds!) insights gleaned in 2010!

Embed:

Sources: 1Google & Compete Personals Study 2010. 2Google & Compete Automotive Buy Flow Study 2010.
]]> https://googledata.org/google-cpg/think-with-google-what-we-learned-in-2010/feed/ 0 Dig Into Holiday Recipes https://googledata.org/google-cpg/dig-into-holiday-recipes/ https://googledata.org/google-cpg/dig-into-holiday-recipes/#comments Tue, 09 Nov 2010 12:57:00 +0000 Post by Scott Townsend, CPG Account Planner and Ali Manning, CPG Industry Analyst

Earlier this year, Google CPG held our first "Dig Into Data" session, where we explored holiday recipe opportunities for advertisers. There are over 500M recipes [1] during the holiday season, which makes November and December a critical time to win for CPG advertisers. Not only have we consistently seen searches spiking around the holidays, but the volume of searches has increased year over year, as depicted here:


Interestingly, both the Super Bowl and Cinco De Mayo appear to have become more popular holiday eating occasions within the last four years.

During the winter holidays, people are 3x more likely to be searching for "easy recipes". Easy pie recipes, in particular, top the request list [2]:

As we dug through the data, we find that Thanksgiving recipe Searchers often prepare in 3 phases (Research, Plan, and Last Minute). Among the core items searched for, the items broke down into Pie, Turkey, and sides.

Baking takes center stage during Christmas with core items including Christmas cookies, which receive 45% of all cookie related searches, and cheesecake which gets 71% of all cake related searches during the Christmas season.

Our data also shows that during the winter holidays, consumers are 1/2 as likely to search for "healthy recipes" than any other average point in the year. Perhaps people save their healthy recipe searches for after the New Year, thinking that if you're going to do the holidays right, you might as well go big or go home!

Sources:
[1] Hitwise + Ad Planner source
[2] Google Internal Data
]]> https://googledata.org/google-cpg/dig-into-holiday-recipes/feed/ 0 Dig Into Holiday Recipes https://googledata.org/google-cpg/dig-into-holiday-recipes-2/ https://googledata.org/google-cpg/dig-into-holiday-recipes-2/#comments Tue, 09 Nov 2010 12:57:00 +0000 https://googledata.org/?guid=43dd4b16fc28c89e80472b3f7a88a8a9 Post by Scott Townsend, CPG Account Planner and Ali Manning, CPG Industry Analyst

Earlier this year, Google CPG held our first "Dig Into Data" session, where we explored holiday recipe opportunities for advertisers. There are over 500M recipes [1] during the holiday season, which makes November and December a critical time to win for CPG advertisers. Not only have we consistently seen searches spiking around the holidays, but the volume of searches has increased year over year, as depicted here:


Interestingly, both the Super Bowl and Cinco De Mayo appear to have become more popular holiday eating occasions within the last four years.

During the winter holidays, people are 3x more likely to be searching for "easy recipes". Easy pie recipes, in particular, top the request list [2]:

As we dug through the data, we find that Thanksgiving recipe Searchers often prepare in 3 phases (Research, Plan, and Last Minute). Among the core items searched for, the items broke down into Pie, Turkey, and sides.

Baking takes center stage during Christmas with core items including Christmas cookies, which receive 45% of all cookie related searches, and cheesecake which gets 71% of all cake related searches during the Christmas season.

Our data also shows that during the winter holidays, consumers are 1/2 as likely to search for "healthy recipes" than any other average point in the year. Perhaps people save their healthy recipe searches for after the New Year, thinking that if you're going to do the holidays right, you might as well go big or go home!

Sources:
[1] Hitwise + Ad Planner source
[2] Google Internal Data
]]> https://googledata.org/google-cpg/dig-into-holiday-recipes-2/feed/ 0 New! Holiday Marketing Central by Google https://googledata.org/google-cpg/new-holiday-marketing-central-by-google/ https://googledata.org/google-cpg/new-holiday-marketing-central-by-google/#comments Tue, 02 Nov 2010 18:45:00 +0000 Cross posted from the Google Retail blog by Heidi Spector, Google Retail Team






Do you know that 89% of consumers started their holiday shopping online?

Or that searches for 'coupons' peak on Saturdays?

If not, you should visit our ThinkHoliday site: www.google.com/thinkholiday where you’ll be privy to a wealth of exclusive information on consumer shopping behavior, hot products and the latest holiday insights.

We’ll be updating the site frequently as holiday approaches so bookmark it and check back often. The holidays are . . . on!


]]> https://googledata.org/google-cpg/new-holiday-marketing-central-by-google/feed/ 0 New! Holiday Marketing Central by Google https://googledata.org/google-cpg/new-holiday-marketing-central-by-google-2/ https://googledata.org/google-cpg/new-holiday-marketing-central-by-google-2/#comments Tue, 02 Nov 2010 18:45:00 +0000 https://googledata.org/?guid=9708f93f99167d1ef4909db38d0cc3ad Cross posted from the Google Retail blog by Heidi Spector, Google Retail Team






Do you know that 89% of consumers started their holiday shopping online?

Or that searches for 'coupons' peak on Saturdays?

If not, you should visit our ThinkHoliday site: www.google.com/thinkholiday where you’ll be privy to a wealth of exclusive information on consumer shopping behavior, hot products and the latest holiday insights.

We’ll be updating the site frequently as holiday approaches so bookmark it and check back often. The holidays are . . . on!


]]> https://googledata.org/google-cpg/new-holiday-marketing-central-by-google-2/feed/ 0 YouTube Holiday Marketing https://googledata.org/google-cpg/youtube-holiday-marketing-2/ https://googledata.org/google-cpg/youtube-holiday-marketing-2/#comments Mon, 25 Oct 2010 18:42:00 +0000 https://googledata.org/?guid=e1315716b43522527dadcc1d50a99fb9 Cross posted from the Google Retail blog
Original post written by Jennifer Wasson, You Tube Team

This holiday season, we’ve prepared YouTube marketing strategies to help you take advantage of this time of the year on the top online video destination.

Tip #1: Customize your YouTube Brand Channel
Just as a retail store would dress up its window during the holidays, take advantage of enhanced features to customize your channel. For example, you can showcase your products with the 300x250 display ad; integrate all of your social media efforts with the channel banner that appears at the top of your channel page; and stay connected with your customers with a remarketing campain that targets users who have visited your YouTube channel.

Tip #2: Show off your products through video this holiday season
YouTube is the second-largest search engine after Google. You probably have a search engine strategy for the top search engines—is YouTube included in that plan? Videos are a compelling way to feature your products, services, and your brand. When your target audience is searching on YouTube make sure your videos are surfaced with promoted videos.

Tip #3: Place your holiday creatives against relative videos
Reach your audience in a ‘lean forward’ media platform where people are seeking video engagement and information. Find videos or video categories that resonate with your brand or target audience and pair your holiday display ads against them.

Tip #4: Bring your holiday TV ads online
In 2009, people spent more time watching online video than checking their email! Use your TV creatives or your online videos to run as preroll before videos on YouTube and get in front of this tremendous audience. Engagement rates are also compelling with an average CTR of 1.9%. An ad format that answers your holiday wish.

Tip #5: YouTube Video Gift Guide
Now consumers have a place to watch and shop on YouTube! This holiday shopping video hub is open to all advertising partners with video assets. Our guide provides consumers with the opportunity to watch and shop and provide advertisers with one destination to showcase their holiday video ads. Contact a sales representative to get started.

We’ve made your list, now check it twice and have a great holiday season!
]]> https://googledata.org/google-cpg/youtube-holiday-marketing-2/feed/ 0 YouTube Holiday Marketing https://googledata.org/google-cpg/youtube-holiday-marketing/ https://googledata.org/google-cpg/youtube-holiday-marketing/#comments Mon, 25 Oct 2010 18:42:00 +0000 Cross posted from the Google Retail blog
Original post written by Jennifer Wasson, You Tube Team

This holiday season, we’ve prepared YouTube marketing strategies to help you take advantage of this time of the year on the top online video destination.

Tip #1: Customize your YouTube Brand Channel
Just as a retail store would dress up its window during the holidays, take advantage of enhanced features to customize your channel. For example, you can showcase your products with the 300x250 display ad; integrate all of your social media efforts with the channel banner that appears at the top of your channel page; and stay connected with your customers with a remarketing campain that targets users who have visited your YouTube channel.

Tip #2: Show off your products through video this holiday season
YouTube is the second-largest search engine after Google. You probably have a search engine strategy for the top search engines—is YouTube included in that plan? Videos are a compelling way to feature your products, services, and your brand. When your target audience is searching on YouTube make sure your videos are surfaced with promoted videos.

Tip #3: Place your holiday creatives against relative videos
Reach your audience in a ‘lean forward’ media platform where people are seeking video engagement and information. Find videos or video categories that resonate with your brand or target audience and pair your holiday display ads against them.

Tip #4: Bring your holiday TV ads online
In 2009, people spent more time watching online video than checking their email! Use your TV creatives or your online videos to run as preroll before videos on YouTube and get in front of this tremendous audience. Engagement rates are also compelling with an average CTR of 1.9%. An ad format that answers your holiday wish.

Tip #5: YouTube Video Gift Guide
Now consumers have a place to watch and shop on YouTube! This holiday shopping video hub is open to all advertising partners with video assets. Our guide provides consumers with the opportunity to watch and shop and provide advertisers with one destination to showcase their holiday video ads. Contact a sales representative to get started.

We’ve made your list, now check it twice and have a great holiday season!
]]> https://googledata.org/google-cpg/youtube-holiday-marketing/feed/ 0 Think Holiday 2010 Webinar: Consumer Shopping Intentions https://googledata.org/google-cpg/think-holiday-2010-webinar-consumer-shopping-intentions-2/ https://googledata.org/google-cpg/think-holiday-2010-webinar-consumer-shopping-intentions-2/#comments Wed, 20 Oct 2010 14:49:00 +0000 https://googledata.org/?guid=4d2cc7c154e7923af99471f2f97f2de1 Attend this webinar today - you won't want to miss it!-------------Cross posted from the Google Retail BlogAs a continuation of Google Retail's ongoing series, we're exc...]]> Attention all CPG marketers with direct response initiatives for the holidays --> Attend this webinar today - you won't want to miss it!
-------------
Cross posted from the Google Retail Blog

As a continuation of Google Retail's ongoing series, we're excited to share insights from our latest research studies.

Join us on Wednesday, October 20th, at 2 PM EST as we share findings on consumer shopping trends for holiday and discuss strategies marketers can implement to increase holiday sales.

During this webinar we will discuss:
Consumers' holiday shopping plans: what, where and when will they purchase?
Key shopping dates you don't want to miss
New strategies for holiday 2010
Date
Wednesday, October 20, 2010

Time
11 AM PST / 1 PM CST / 2 PM EST

Register
To register for this webinar, please go here.


]]> https://googledata.org/google-cpg/think-holiday-2010-webinar-consumer-shopping-intentions-2/feed/ 0 Think Holiday 2010 Webinar: Consumer Shopping Intentions https://googledata.org/google-cpg/think-holiday-2010-webinar-consumer-shopping-intentions/ https://googledata.org/google-cpg/think-holiday-2010-webinar-consumer-shopping-intentions/#comments Wed, 20 Oct 2010 14:49:00 +0000 Attend this webinar today - you won't want to miss it!-------------Cross posted from the Google Retail BlogAs a continuation of Google Retail's ongoing series, we're exc...]]> Attention all CPG marketers with direct response initiatives for the holidays --> Attend this webinar today - you won't want to miss it!
-------------
Cross posted from the Google Retail Blog

As a continuation of Google Retail's ongoing series, we're excited to share insights from our latest research studies.

Join us on Wednesday, October 20th, at 2 PM EST as we share findings on consumer shopping trends for holiday and discuss strategies marketers can implement to increase holiday sales.

During this webinar we will discuss:
Consumers' holiday shopping plans: what, where and when will they purchase?
Key shopping dates you don't want to miss
New strategies for holiday 2010
Date
Wednesday, October 20, 2010

Time
11 AM PST / 1 PM CST / 2 PM EST

Register
To register for this webinar, please go here.


]]> https://googledata.org/google-cpg/think-holiday-2010-webinar-consumer-shopping-intentions/feed/ 0 The Four Truths About Boomers and Media Webinar https://googledata.org/google-cpg/the-four-truths-about-boomers-and-media-webinar/ https://googledata.org/google-cpg/the-four-truths-about-boomers-and-media-webinar/#comments Tue, 19 Oct 2010 13:17:00 +0000

Close your eyes. Envision a US boomer. What comes to mind? How old is he/she? Are you having trouble envisioning what a boomer looks like? Now think about the last advertisement you may have seen targeted to a boomer. Having trouble thinking of one?

Boomers are defined as adults aged 46-64. 1 in 3 US adults is a boomer. When asked "how old do you feel?", at least 1 in 5 boomers responded that they feel at least 10 years younger than their age. 30% of them say they feel at least 5-9 years younger. More than 74% of boomers say that advertising these days are intended for someone younger than them.

Can advertisers really be missing the mark on hitting America's largest and most wealthy demographic?

Join Google and Nielsen on Tuesday, October 26th at 3pm EST for an eye opening webinar that will change the way marketers think about boomers forever.

Through clickstream, survey data and online testimonials, we will learn The Four Truths about Boomers and Media:

  • Boomers are sponges for content and media. Even more so than the younger generations.
  • Boomers sit on an aided adoption curve with technology. With the help of family and friends, they have the ability to ramp up on technology quickly and proficiently.
  • Boomers are most comfortable straddling what's familiar and what's new. We'll see where they are traditional in their behaviors versus where they are open to new ways.
  • Boomers are a curious and thoughtful group that value quality and family.
Date:
Tuesday, October 26, 2010

Time:
3pm EST/2pm CST/12pm PST

Register for this webinar today.

]]> https://googledata.org/google-cpg/the-four-truths-about-boomers-and-media-webinar/feed/ 0 Multicultural Spotlight: Reaching US Hispanics https://googledata.org/google-cpg/multicultural-spotlight-reaching-us-hispanics/ https://googledata.org/google-cpg/multicultural-spotlight-reaching-us-hispanics/#comments Thu, 30 Sep 2010 13:29:00 +0000 Cross posted from the Agency Ad Solutions Blog.
Original post written by Meghan Sherlock, US Hispanic Specialist

Cristina is a person who interacts with media all day long. In the morning, she browses beauty sites before biking to work. Over lunch, she reads a Colombian newspaper to check in on the results of the presidential elections, and then texts her friend about dinner plans from her iPhone. She searches for restaurant recommendations, meets her friends at the restaurant, and finally goes home to watch her favorite telenovelas. Connected with technology and her culture, Cristina is a modern Latina, proud of being Hispanic and American at the same time.

Why should marketers care about Cristina, and others like her? Hispanics are the fastest growing US population, and their buying power is projected to reach $1.4T by 2013[1]. Hispanics are also coming online extremely quickly: the total time Hispanics spent online grew by 6.9% in 2009[2], 3.9 times faster than the general market rate.

To connect with Hispanics like Cristina online, it’s important to understand a few key myths about the market.

Myth #1: I need to have a Spanish-language website in order to market to Hispanics.
While 22% of Hispanics speak only Spanish and another third prefer it, most US Hispanics are comfortable with English[3] and feel that English sites are more comprehensive[4]. While a Spanish-language website can be an asset, it won’t make or break the success of your campaign so long as you think carefully about your message and present a compelling value proposition on your site.

Myth #2: The return on investment from Hispanic marketing isn’t big enough.
Hispanic advertising campaigns are often more cost-effective than main-market campaigns. Online CPCs and CPMs tend to be much cheaper due to low competition, and Hispanics are actually more likely than their general market counterparts to take action based on search and banner ads[5]. Moreover, over half of online Hispanics complete a purchase at least once a month[6], so direct response marketers can engage as deeply as brand builders can.

Myth #3: My general market campaign covers the Hispanic market.
Hispanics may be comfortable with English content, but marketers are missing the opportunity to win Hispanics’ loyalty if they use their general market campaign as a catch-all. Hispanics value their identity, and 66% of US Hispanics appreciate being marketed to in a culturally relevant way[7]. A recent campaign by Ford demonstrated how bilingual marketing can improve sales: Ford’s marketing team doubled the incremental lift of their English creative when they rolled out dual-language, culturally relevant creative[8] in a recent direct mail campaign.

Interested in learning more about Hispanics in the US? Email multicultural@google.com to stay in touch, and keep an eye out for fresh primary research in Q4 and Q1.

[1] Selig Center for Economic Growth, Terry College of Business, The University of Georgia. "The Multicultural Economy 2008." January 2009.
[2] Comscore, April 2009. “U.S. Hispanic Internet Audience Growth Outpaces Total U.S. Online Population by 50 Percent.”
[3] Juan Tornoe. “Hispanic Marketing Is Not Spanish Marketing.” http://nglc.biz/2010/07/22/hispanic-marketing-is-not-spanish-marketing/. July 2010. http://advertising.aol.com/sites/default/files/webfm/research/HispanicCyberStudy-2010.pdf.
[4] AOL Hispanic Cyberstudy. 2010.
[5] “Search ads”: ARAnet Adfusion survey conducted by Opinion Research Corporation, provided by eMarketer, March 16 2009. “Banner ads”: eMarketer. “US Internet Users Likely to Read And Take Action After Viewing Banner Ads, by Race/Ethnicity.” June 2009.
[6] RTO Online, Hispanic Internet Usage Report, February 2009.
[7] Alvaro Cabrera, Executive Director of Integration at Diest, Inc. June 25, 2009. “10 Things You Should Know About US Hispanics.” http://juantornoe.blogs.com/hispanictrending/2009/06/10-things-you-should-know-about-us-hispanics.html.
[8] Deliver Magazine. August 2010. “Talk, Don’t Translate.”
]]> https://googledata.org/google-cpg/multicultural-spotlight-reaching-us-hispanics/feed/ 0 Digital Meets Shopper Marketing https://googledata.org/google-cpg/digital-meets-shopper-marketing/ https://googledata.org/google-cpg/digital-meets-shopper-marketing/#comments Wed, 15 Sep 2010 13:43:00 +0000 Posted by Jenny Liu, Industry Marketing Manager, CPG

For decades, a marketer's control over consumer communication was generally straightforward - they dictated the times, places and delivery channels to passive consumers via offline media vehicles. The internet changed that completely, turning the act of consuming into a self-initiated exercise or a two way communication, rather than a passive process. Today’s consumer actively seeks out the information for herself, and increasingly is able to find everything that she needs quickly, easily and whenever and wherever she needs it. The result is an increasingly complex path to purchase.

Google and Catapult, a digital shopper agency teamed up with In-Store Marketing Institute to sponsor at 24-page white paper titled "Clicking Through the Path to Purchase: Best Practices in Digital Shopper Marketing" authored by Peter Breen of the In-Store Marketing Institute. The comprehensive report paints a vivid picture of the "Zero Moment of Truth" and examines the behaviors and impact of online couponing, search, social media, product reviews and mobile. The paper illustrates clear examples of the innovative techniques that brands in the CPG space are employing today to engage with this audience.

The report came out with a list of things that marketers need to do to take full advantage of the new digital era. We highlight 5 below:

1. Focus on insights - Developing programs that will resonate with today’s shoppers requires a deep understanding of their needs and behaviors.
2. Look beyond the brand - Resonating with shoppers and aligning with retail partners will often require looking at the category or store-wide level.
3. Develop relevant content - The most important thing you can do is think about building your own assets.
4. Target - Many marketers are viewing location-based communication as the Holy Grail. Technology may soon let retailers “market by the aisle.”
5. Measure - Successful marketers will engage their research and analytics departments while designing programs (rather than after the fact) to assure a higher level of confidence in the accuracy of results.

Visit the full report for more details.
]]> https://googledata.org/google-cpg/digital-meets-shopper-marketing/feed/ 0 Creating a “Zero Moment of Truth”: Maximizing Search Opportunity in CPG https://googledata.org/google-cpg/creating-a-%e2%80%9czero-moment-of-truth%e2%80%9d-maximizing-search-opportunity-in-cpg/ https://googledata.org/google-cpg/creating-a-%e2%80%9czero-moment-of-truth%e2%80%9d-maximizing-search-opportunity-in-cpg/#comments Thu, 02 Sep 2010 20:33:00 +0000 Posted by Ali Manning, Industry Analyst for CPG

At Google, we view search as a “database of intentions”; for the CPG marketer, consumer search behavior reveals different moments during which we can connect with consumers who tell us (by typing into a search box) their varying levels of interest in our products. It’s up to us to connect with our customers at these “Zero Moments of Truth” (ZMOTs) and it can be helpful to understand how these align with the “CPG search universe”, especially because most CPG marketers don’t maximize this opportunity to reach customers through search.

Almost all CPG marketers have search ads that appear for their “brand” terms. That’s excellent. If someone asks about your brand, you should be there to answer.

But if we confine ourselves to just covering brand searches, we’re only reaching consumers who are self-identifying as being aware of our brand. We’re leaving out a big piece of the search pie.

Some CPG marketers expand search coverage to Product-related searches, an intuitive extension of standard search marketing efforts. Again, this is a great step—anyone who searches for a particular company's product should get the relevant brand message. But what about the users who are showing a high likelihood of interest in a product (and thus, potentially a particular brand), but are saying so indirectly?

These consumers are searching what we call Category & Association terms—searches that signal “I might be in the market for your product”, without having said just that.

For example, below is what the “search universe” looks like (scaled to actual search audience sizes) by Association, Category, Product and Brand for a moisturizer brand advertiser.

Source: Google Insights for Search
(note: these are searches for each set of terms related to ‘skiing’, ‘dry skin’, etc, which is independent of the advertiser’s search coverage)

Reaching a consumer across Association and Category searches increases the opportunity to reach potential customers in multiples, and each of these connections could create a Zero Moment of Truth. Which, in turn, can grow the demand for products and brands in a particular CPG category.
How does the CPG marketer connect with these consumers? That’s an “easy” one-two punch:
1. Relevant Content
2. Relevant Messaging (dependent on #1)
Of course, the opportunity to expand the universe might depend on the time of year (as it would for skiing):


Source: Google Insights for Search

What is most interesting is if we zoom into the other three sets of terms, they generally follow the same seasonal trend as skiing, which backs up the idea that all of these sets are touch-points to reach a consumer at (or create!) a zero moment of truth:


Source: Google Insights for Search

However, notice that searches for brand xyz remain nearly flat while the related searches for the Product (“moisturizer”), Category (“dry skin”) and Association (“skiing”, above) soar. It’s likely that this advertiser isn’t capitalizing on the search opportunity across these other sets, and so consumers aren’t being reached by Brand XYZ’s message, and aren’t, in turn, increasing their searches for Brand XYZ. These gaps are an opportunity for Brand XYZ to generate interest and demand in its products by creating a ZMOT through search.
]]> https://googledata.org/google-cpg/creating-a-%e2%80%9czero-moment-of-truth%e2%80%9d-maximizing-search-opportunity-in-cpg/feed/ 0 Run On! https://googledata.org/google-cpg/run-on/ https://googledata.org/google-cpg/run-on/#comments Mon, 23 Aug 2010 14:51:00 +0000 Cross posted from the Official Google Blog
Original Posting By Avni Shah, Group Product Manager, Geo on 8/19/10
This is part of our summer series of new Search Stories. Look for the label Search Stories and subscribe to the series.

Recently, a group of Google product managers challenged one another to run 100 miles over 30 days in the interest of encouraging summer fitness. I grew up in Huntsville, AL, where I always loved exercising and experiencing the great outdoors, so I took to the challenge immediately. One hundred and thirty-three miles and a few pairs of new running shoes later, it was an incredible opportunity to push myself further than I’d ever imagined. But, I must admit—it wasn’t easy!

I’m delighted to help introduce our latest Search Story, Healthy Habits. This is a story of one woman’s journey to get back into shape. It shows the difficulties of sticking to a workout routine, and the empowerment that comes with reaching—and even exceeding your goals. It highlights the many tools and tricks that make Google a great workout companion, and I hope it inspires you to incorporate new healthy habits into your own lifestyle.




Enjoy this week’s video, and don’t forget to check out the other videos if you haven’t already. Search (and run) on!
]]> https://googledata.org/google-cpg/run-on/feed/ 0 Case Studies & Learnings for Consumer Packaged Goods Webinar, Summer 2010 Webinar https://googledata.org/google-cpg/case-studies-learnings-for-consumer-packaged-goods-webinar-summer-2010-webinar/ https://googledata.org/google-cpg/case-studies-learnings-for-consumer-packaged-goods-webinar-summer-2010-webinar/#comments Mon, 19 Jul 2010 13:07:00 +0000





Please join us on Thursday, July 22, 2010 for the next ThinkCPG with Google webinar - Case Studies & Learnings for Consumer Packaged Goods, Summer 2010 series.

During this webinar we will learn from three separate case studies as measured through third-party research:
  • Search Match Market Consortium Study - Food: What is the offline impact of search advertising when brands take advantage of their search opportunities? What is the impact when they are dark? What is the impact to private label sales? Presented by: Debra Eskra, Director of Testing & Media Solutions, SymphonyIRI Group
  • Quaker Instant Oatmeal Display Case Study: What kind of impact did the Awaken Your Senses campaign, which was promoted on YouTube and the Google Display Network, have on Quaker Oatmeal and Private Label sales? Presented by: Sarah Bild, Marketing Manager, PepsiCo-Quaker Oats
  • CPG Gfk Benchmark Study from Germany: How do we evaluate Search and YouTube across all media? How does Search and YouTube ROI stack up against traditional media? Presented by: Jens Monsees, Head of Industry for CPG Germany, Google, Inc.
Date: Thursday, July 22, 2010 at 10amPST / 12pmCST / 1pmEST
Click here to register
]]> https://googledata.org/google-cpg/case-studies-learnings-for-consumer-packaged-goods-webinar-summer-2010-webinar/feed/ 0 CPG Product Launches in the New Digital Age https://googledata.org/google-cpg/cpg-product-launches-in-the-new-digital-age/ https://googledata.org/google-cpg/cpg-product-launches-in-the-new-digital-age/#comments Tue, 13 Jul 2010 18:36:00 +0000 Posted by Jenny Liu, Industry Marketing Manager for CPG

According to the Mintel Global New Products Database, there were over 14,000 new U.S. product launches in the food and drink category in 2009; this makes for an extremely crowded and competitive marketplace, in which brands have a tough time making sure their new products stand out from the crowd. Further, it's hard to make sure consumers remember a particular product. According to Mintel, 69% of survey respondents could not remember a single new product launched during 2008.

We caught up with Mary Pochobradsky, Marketing Director for P&G's Bounce Dryer Bar, and Jodi Benson, Baking R&D and Transformational Business Development Director for General Mills, at the Edison Awards in NYC to hear about the tools in today's marketing arsenal.

Mary Pochobradsky talked about the launch of the Bounce Dryer Bar and shared three tactics to build awareness, trial and strong relationships with consumers:


- Create advocacy by partnering with bloggers

- Foster the sharing of brand experiences among consumers

- Answer tough questions from consumers right away




Jodi Benson talked about the launch of Betty Crocker's Gluten-Free Baking mixes and shared her perspective on how mass marketers should expand their marketing toolkits to capture the fragmented attention of today's consumers. She also hit on some key differentiators between digital and traditional marketing:


- The ability for digital media to effectively target specific consumer niches

- The ability to quickly create and refresh content that is useful to consumers





Google's CPG team has also seen the trend towards marketers engaging in two-way conversations with consumers, and has found that a "pull" strategy using search is an effective product launch technique. To that end, we conducted research with Compete in March 2010; the research took a look at 26 CPG product launches that took place in 2009. Here's what we found:


- Share of search referrals increase over time. The more time that passes after a launch, the more reliant consumers become on search engines to help them get to the product page. The study indicates that it can take over 9 weeks to generate awareness for a new product.


- 1 in 3 searchers discover a new product brand website by clicking on sponsored links. This illustrates how sponsored links can aid consumers in navigating to the new product page.


- Search brings in more non-branded searches to the new product page. This shows how presence on a search engine results page can aid brand association.


- Searchers spend twice the amount of time on the new product website than consumers who arrive directly, without using search engines. This confirms that searchers are leaning forward and taking the initiative to search. Therefore, they are more likely to be in-market for the new product than non-searchers.


Visit www.youtube.com/fastforward for more details about the Bounce and Betty Crocker's product launches; you can look for them by individual, company, or scroll to the Consumer Packaged Goods category.


]]> https://googledata.org/google-cpg/cpg-product-launches-in-the-new-digital-age/feed/ 0 How to Make a Hit Viral Video https://googledata.org/google-cpg/how-to-make-a-hit-viral-video/ https://googledata.org/google-cpg/how-to-make-a-hit-viral-video/#comments Fri, 04 Jun 2010 12:50:00 +0000 Posted by Vannie Shu, Account Planner, CPG

Everyone wants to know how to make a hit viral video. Do cute puppies, kittens, and babies automatically make a successful video? No, but they probably do help.



What are the elements of hit viral videos? At the very least, successful viral videos are unique and interesting. Is the video like nothing people have ever seen? Does it stand out? Authenticity, humor, and the element of surprise are common characteristics of viral videos. People want watch videos that seem real and not staged. They don’t want to watch brands that try too hard. Often, overbranding a video may decrease its authenticity to viewers. One analysis shows that users are two times less likely to engage (e.g. rate or comment) and four times less likely to share video content that is excessively branded.[i] Branded videos can make up for loss of authenticity through other characteristics. For instance, humor is the key to many viral successes. Does the video make people laugh or smile? Videos with an element of surprise are also popular. These videos shock viewers with an unforeseen twist or with something they have never seen before. These are just a few of the many elements that can make up a viral hit.

The Evian babies video is a perfect example of these characteristics. The video is not excessively branded. It is clearly a commercial, but we do not see Evian bottles and logos throughout the whole video. Babies on roller skates dancing in synchrony to hip hop music. The concept is hugely funny and surprising!

More and more CPG marketers are leveraging the power of video. 5 out of the 10 Top Viral Videos for the week ending May 27, 2010, according to Visible Measures, are CPG brands. Without a kick-start could these videos have hit it big? Given that 24 hours of video are uploaded to YouTube every minute, it could be tough to find your aspiring viral video hit. A video discovery strategy is key. Marketers should employ SEO tactics and spread their video onto blogs, forums, and social networks. YouTube Promoted Videos ads, similar to Google Search text ads, can promote your video next to keywords of your choosing. Without viewers, even the best video content can’t go viral.

---
Sources:
[i] AdAge "How to Earn Capital Engagement on YouTube." Retrieved May 28, 2010.
]]> https://googledata.org/google-cpg/how-to-make-a-hit-viral-video/feed/ 0 The Consumer Path to Brand Pages on Retailer Sites https://googledata.org/google-cpg/the-consumer-path-to-brand-pages-on-retailer-sites/ https://googledata.org/google-cpg/the-consumer-path-to-brand-pages-on-retailer-sites/#comments Mon, 10 May 2010 20:48:00 +0000 Posted by Jenny Liu, Industry Marketing Manager, CPG

Brands often partner with select retailers to develop a product landing page that is embedded within the retailer's site. How do consumers effectively discover these pages? Do they search for them? What kind of role could sponsored search play? What kind of queries do they enter into the search box? We commissioned a clickstream study with Compete that analyzed the retailer product landing pages across seven major CPG household brands on an aggregate basis. Here are our top 3 findings:


Finding #1
Over 40% of the unique visitors to the retailer's product landing pages were referred by Search (17%) or by sites within the Google Content Network (23%). Compared to 16% from the retailer's home page ad.

Marketing Implication:

Search and sites within the Google Content Network are effective connectors between brands and their product landing pages on retailer sites. The product landing page is where the brand can communicate product benefits and include any special offers unique to that retailer. This will be the call to action that drives consumers to that retailer.


Finding #2:
Among the search referred unique visits to retailer's landing pages, 80% were driven by sponsored search. Within the sponsored search activity, 77% arrived via a non-branded keyword.

Marketing Implication:

Sponsored search is an effective tactic that can aid consumers in the discovery process when they search. Most consumers enter the search process through a non-branded query. Therefore, text ads that show against non-branded keywords can help navigate consumers to your product landing page.


Finding #3
2 out of 3 searchers exclusively relied on search and no other media vehicle to find the retailer's product landing page. There was very little overlap between those who discovered the product pages from the Google Content Network and other sources.

Marketing Implication:

Search and the Google Content Network are efficient vehicles to connect with unique consumers and drive them to product landing pages embedded within a retailer's site.


Are you interested in learning more about display advertising on the Google Content Network?


Join us for a webinar on Thursday, May 20th at 2:00pm - 3:00pm EST / 11:00am -12pm PST, featuring Product Management Director for the Content Network, Brad Bender, and Head of Sales for the Content Network, Bruce Falck.


The webinar will focus on Google’s vision for display advertising, how marketers are incorporating display into their strategy today, and our recent innovations in the space that are helping them succeed. Specifically, we’ll cover the following:

Google’s vision and recent innovations in display advertising

  • How marketers can best take advantage of our offering, from planning to optimizing their campaigns
  • How marketers are incorporating the Google Content Network into their strategy today


Click here to register for this webinar.

]]> https://googledata.org/google-cpg/the-consumer-path-to-brand-pages-on-retailer-sites/feed/ 0 The Zero Moment of Truth https://googledata.org/google-cpg/the-zero-moment-of-truth/ https://googledata.org/google-cpg/the-zero-moment-of-truth/#comments Mon, 29 Mar 2010 13:42:00 +0000 Posted by Jenny Liu, Industry Marketing Manager, CPG

The term "First Moment of Truth" (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store's shelf. This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted -- and others believed -- that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time. While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf. This phenomena is what we are calling the "Zero Moment of Truth", or ZMOT.

We've pulled together some data which supports this new phenomenon.

Data from IRI's latest Economic Longtitude 2009 study shows that 83% of shoppers make their purchase decisions prior to entering a store:


We've seen an increase in searches, over time, for Food & Drink, and Beauty & Personal Care:






SKU proliferation in the marketplace and more complex product ingredients, additives and benefits (i.e. anti-wrinkle, probiotics, acai, stevia) have given consumers more reason to turn to search engines to help them in the decision-making process.

Here are some FMOT vs. ZMOT examples that illustrate how ZMOT has turned conventional brand wisdom on its head:

FMOT: A consumer would get to the shelf, pick up a bag of chocolate chip morsels and follow the recipe on the back of the bag, possibly keeping the physical bag to keep a record of the recipe.
ZMOT: Consumers are going to the internet and researching the cookie recipe in advance of buying a bag of morsels from a store shelf.

FMOT: Consumers arrived at a fast food restaurant and scoured the menu on the spot to decide what to order.
ZMOT: Consumers go online to research their food options, perhaps looking for health and value, in advance of getting in line to place an order.

FMOT: Consumers found out about a local brand's promotional event (like free ice cream day) via stumbling upon it, or by seeing a flier posted in the neighborhood.
ZMOT: Consumers become aware of these events in advance either through e-mail newsletters, becoming fans on networking sites, or following brands on sites like Twitter. Not only that, but they can tell hundreds of their friends and family all about it in real time with one quick social networking status post.

FMOT: Consumers waited for their monthly beauty magazine issue to arrive, to learn about the next season's hot looks.
ZMOT: Consumers are going online to find inspiration for their own looks, and to get tips and tricks from experts -- or to take their cues from a favorite celebrity.

P&G and other companies have started to re-evaluate a brand's true First Moment of Truth. For example, Peter Hoyt, Executive Director of In-Store Marketing Institute, talks about P&G's shift to focus on the notion of "Store Back" -- equivalent to what we are calling the Zero Moment of Truth.



What does ZMOT mean for marketers? It means that marketers need to button up their pull marketing strategies, not only the push strategies, and find ways to connect the two. Marketers need to ensure that a consumer has a consistent and positive experience -- from the Zero Moment of Truth to the point of purchase and beyond -- by getting in front of a consumer with the right brand message early in the process of discovery, and staying there along the way.

]]> https://googledata.org/google-cpg/the-zero-moment-of-truth/feed/ 0 Spring Into Green https://googledata.org/google-cpg/spring-into-green/ https://googledata.org/google-cpg/spring-into-green/#comments Wed, 24 Mar 2010 18:42:00 +0000 Posted by Elizabeth Mills, CPG Account Manager

Green, eco-friendly, organic, natural, sustainable – no matter the term, more and more of today’s consumers make simple, informed decisions about the products they bring into their homes. Forty-nine percent of consumers report searching for environmentally friendly products at least some of the time when making an online purchase [i], and 34 percent of Americans use internet searches to research and to determine whether the brands they’re buying are socially responsible [ii].

What aspects of "Green" do consumers really care about? Do consumers value products that are animal friendly (not tested on animals)? Environmentally friendly? How would consumers prioritize various green attributes of their CPG products? According the trends Mintel Global New Products Database, it looks like packaging has increased significantly in importance from 2007 to 2009. Not being tested on animals, is still the most important.

New Product Introductions Making Selected Ethical Claim, US (2004-2009)

Source: Mintel GNPD

Investing in and promoting awareness of social responsibility is paying off in the CPG world. Fifty-seven percent of adult internet users in the United States report being willing to spend more on environmentally friendly products [iii]. Companies are capitalizing on this burgeoning market with new products and positioning strategies: As other beauty categories saw sales declines in 2008 and 2009, natural and organic personal care sales increased seven percent; across strong-performing household categories, significant increases came from positioning new or existing products as sustainable [iv].

As a CPG marketer, ask yourself:
  • How is my company or my brand making strides toward being more environmentally-friendly or socially responsible? How am I communicating this to my consumers? Do users searching for eco-friendly product lines see ads for my product?
  • Do consumers associate my brand with social responsibility? Am I adequately supporting my offline investments by promoting awareness and engaging consumers online?
  • Am I conveying how using my brand means taking a simple step toward a greener lifestyle? Am I positioning my product line as an alternative using paid search and the Google Content Network?

Whether you've been marketing green products for years or you've launched your first eco-friendly line, make sure you're leveraging online as an ecosystem for informing and empowering consumers to go green with your brand.

---------------------
Sources:
[i] DoubleClick Performics Green Marketing Research survey 06/2008
[ii] eMarketer, "How Green Marketers Can Lure Consumers" 5/13/2009
[iii] eMarketer, *The Center for Media Research April, 2009
[iv] Mintel GNPD, 2009
]]> https://googledata.org/google-cpg/spring-into-green/feed/ 0 Spring Cleaning Only? Help Needed, Year Round. https://googledata.org/google-cpg/spring-cleaning-only-help-needed-year-round/ https://googledata.org/google-cpg/spring-cleaning-only-help-needed-year-round/#comments Mon, 08 Mar 2010 21:03:00 +0000 Posted by Vannie Shu, Account Planner, CPG

Spring is finally here again. For many, the season ushers in Spring Cleaning, a time devoted to cleaning house from top to bottom.

Many are going online in search of cleaning advice. Searches on the term “spring cleaning” start to rise immediately after the holidays and spike every March at the start of Spring. The spike in “spring cleaning” interest is obvious, but cleaning related searches occur year round.[i]



Which areas and rooms do people seem to have the most trouble with?



It looks like the kitchen is where consumers need the most help - specifically, when we look at the top searches related to kitchen cleaning, they are looking for tips around how to clean kitchen cabinets, the sink, and the stovetop range hood.



So where do people go after they search the term “spring cleaning”? You may be surprised to discover that YouTube.com is the #5 destination for all “spring cleaning” broad-matched searches.[ii] In addition to searching for cleaning tips on Search engines, people are watching how-to videos for cleaning. There are 200,000+ video results for “how to clean home” and 700,000+ video results for “how to clean.” Clearly, people are turning online to research various topics and cleaning is no exception.

Household cleaning brands can to reach consumers at the very moment consumers are looking for help. A Google search for "spring cleaning" only returns a few sponsored links for cleaning products, while the majority of sponsored links are cleaning services. Moreover, a search for "cleaning tips" on YouTube returns no brand presence in Promoted Videos. Marketers can keep their brands top of mind by maintaing a strong presence in both Google and YouTube search results.



Though we all can't be Disney princesses with the magical cleaning help of animal friends, we can always turn to the magical help of Google and YouTube to help us solve cleaning dilemmas.

Happy cleaning!
---------------
Sources:
[i] Google Insights for Search. Retrieved March 3, 2010 for 01.01.06-01.01.10.
[ii] Compete Referral Analytics. Retrieved March 3, 2010 for 12.01.09-03.01.10.
]]> https://googledata.org/google-cpg/spring-cleaning-only-help-needed-year-round/feed/ 0 St. Patrick’s Day: Food for Thought https://googledata.org/google-cpg/st-patricks-day-food-for-thought/ https://googledata.org/google-cpg/st-patricks-day-food-for-thought/#comments Mon, 01 Mar 2010 18:43:00 +0000 Posted by Katrina Shonbeck, Google CPG Account Planner

We celebrate St. Patrick’s Day on March 17th to honor the death of the Patron Saint of Ireland, who, ironically, wasn’t even Irish! When he was 16-years-old, Patrick was kidnapped from his home in England and spent over 10 years in Ireland as a shepherd slave. After he escaped Ireland, he joined the priesthood and made it his life’s mission to bring Catholicism to the Irish people. Celebrating St. Patrick’s Day dates back to the Middle Ages when Irish Catholics would close shop and honor the feast of St. Patrick. This feast represented the one day they could break Lent. Needless to say, the custom really took off!

So what’s on the feast menu? (See Source [i])



Irish Recipes:
The week of St. Patrick’s Day, American consumers are connecting to this cultural phenomenon by searching for Irish recipes online. While many will be looking for corned beef and cabbage, those wanting a more authentic Irish meal may choose boxty (a traditional potato dish) or perhaps boiled bacon.

Corned beef and Cabbage:
Corned beef and cabbage is actually an Irish-American dish. In the mid-1800s, the Irish were some of the poorest immigrants in America. They could afford meat, but only once per week. So, they would buy brisket, the cheapest cut of meat, and cabbage, the cheapest vegetable, and that was their special meal. Over time, their special meal started to be associated with their special day, St. Patrick’s Day. But just because it's been around for over 200 years doesn't mean it's old news. In fact, from 2008 to 2009, we saw a 29% increase in the number of searches on "corned beef and cabbage."[i]

Irish Soda Bread:
What distinguishes soda bread from most other breads is the fact that it uses baking soda rather than yeast as its leavening ingredient. “Soda breads are made using either wholemeal or white flour. In Northern Ireland the wholemeal variety is known as ‘wheaten bread’ and normally sweetened, while the term ‘soda bread’ is restricted to the white savoury form normally served fried. The two major shapes are the loaf and the ‘griddle cake’, or farl in Northern Ireland.”[ii] While this dish may be short on yeast it's high on interest, at least during St. Patrick's Day. 15% more searches on "Irish soda bread" occurred in 2009 than the year prior.[i]

How Marketers Can Capitalize On This Trend:
1. Website Content:
Ensure recipe content features Irish cuisine if you offer recipes on your website.
Feature holiday-themed merchandise on your homepage (e.g. paper towels with shamrocks)
2. Google Paid Search:
Recipes: Capture consumer interest in Irish recipes by bidding on keywords related general Irish cooking and the specific recipes you're featuring on your website.
3. Google Content Network:
Recipes: Increase your reach by creating contextually targeted campaigns around Irish recipes.
Merchandise: Drive more awareness of your holiday-themed merchandise by creating a St. Patrick's Day contextually targeted campaign.

Whether you’re truly Irish, or just Irish in spirit, we hope you enjoy your St. Patrick’s Day! Slàinte!

Sources:

[i] Google Insights for Search. Retrieved February 26, 2010.

[ii] Wikipedia.org, “Soda Bread.” Retrieved February 16, 2010.



]]> https://googledata.org/google-cpg/st-patricks-day-food-for-thought/feed/ 0 4 Things You Didn’t Know About Mom https://googledata.org/google-cpg/4-things-you-didn%e2%80%99t-know-about-mom/ https://googledata.org/google-cpg/4-things-you-didn%e2%80%99t-know-about-mom/#comments Tue, 16 Feb 2010 18:59:00 +0000 Posted by guest blogger: Jeff Sauer, Director of Interactive Marketing and Partner at Three Deep Marketing

Three Deep Marketing is a Twin Cities/Minnesota based marketing technology agency which has worked with many well-known CPG brands that target moms. Today, one of their leaders provides perspective on some important mom marketing implications from the Google and BabyCenter Moms research.

1. Moms use the Internet

You already knew this. But did you know that after becoming a mom, the Internet is the only form of entertainment/communication that moms actually use MORE than they did before motherhood? When you dig deeper into Moms activities online, it becomes quite obvious as to why Internet usage goes up while other categories go down significantly; the Internet is fast, easy and has become a ubiquitous in many of our lives. BabyCenter’s research indicates that marketers lose 3 media hours a day to new moms, with new moms consuming only 6 hours of TV, print and the Internet per day vs. 9 hours before becoming a mom. These lost hours are made up in the fastest, easiest and most readily available resource at their disposal; the Internet.

2. Coupons Create Loyalty

Coupons, coupons, coupons – as marketers, we love to hate coupons. Do we need them? Are we subsidizing purchases? Are we modifying buyer behavior? Are we creating more loyalty? Less loyalty? Marketers spend hours debating these questions and often the outcome of these discussions represents the biases of those arguing. MomDotCom research provides some clear indication that using coupons for acquisition of new customers is a tactic that should be used by CPG marketers. Research states that 7 out of 10 moms will buy a brand twice after trying it just once with an online coupon. With numbers like these, it’s easy to establish ROI for coupon based campaigns.

3. Search Loves TV

One of the biggest traps that marketers can fall into is an “either this or that” mentality. If your brand is running TV campaigns, it may be concluded that it is not necessary to run a simultaneous search campaign to pull visitors into your website. This thinking is wrong. Nearly every search campaign that I have ever launched has benefitted tremendously from television support to the tune of doubling the response of a similar keyword list without TV support. MomDotCom proves this true by confirming that 83% of Moms search for a product after being exposed to a TV ad. If you are paying money to run a TV campaign, make sure to spend a little extra on driving consumers to a landing page that provides continuity in supporting the message of your television spot.

4. Search Evolves with Mom

If Mom didn’t start off as a master in search, it doesn’t take long for her to become a master of Google. 3 of 4 Moms feel like they have gotten better at searching since becoming a Mom. Many of the general search queries that are highly competitive and expensive are being searched for by those who are probably very high up on the purchase funnel. As Mom gets closer to making a purchase decision, she is also becoming better at search. During this time she will eschew general search queries and begin to focus on what is most important to making her decision. The brands that provide her with a relevant and timely experience during her decision making process could gain her loyalty for years.

Utilizing these 4 tips will help take your Mom-centric marketing programs to the next level. Whether you are engaging in offline programs such as television, radio and print or online programs like search and social, the MomDotCom research provides a great basis for the execution and continued success of your marketing programs.

For more great insights and statistics, be sure to view the What Every Mom Marketer Should Know research.
]]> https://googledata.org/google-cpg/4-things-you-didn%e2%80%99t-know-about-mom/feed/ 0 Sweets for My Sweet https://googledata.org/google-cpg/sweets-for-my-sweet/ https://googledata.org/google-cpg/sweets-for-my-sweet/#comments Fri, 12 Feb 2010 20:08:00 +0000 Posted by Jenny Liu, Industry Marketing Manager, CPG

They say that people are cooking more and eating out less, a trend which may even carry over to Valentine's Day this year. So what will people be cooking up in the kitchen?

A peek at Google Insights for Search trends reveals some popular entrees, desserts and even breakfasts on the menu:

Couples are getting into the mood with fine cuts of meat like filet mignon and seafood, and experimenting with interactive recipes, like fondue. But nothing seems to beat lobster!


No Valentine's Day is complete without dessert. Chocolate cake and chocolate fondue are extremely popular, but let's not discount non-chocolate favorites like cheescake, red velvet cake and decorated V-day sugar cookies!

Perhaps because desserts take time to bake, cool and perfect, recipe searches for these dessert items started to spike several days earlier than non-dessert items.


But Valentine's Day doesn't just stop with a romantic dinner; we see evidence of couples continuing the celebration with breakfast. The most popular item on that menu is the pancake, followed by eggs and french toast. Interestingly, crepes and waffles trended neck and neck last year.

Whatever you may have on the menu, we hope it is romantically delicious!
Have a wonderful Valentine's day!
]]> https://googledata.org/google-cpg/sweets-for-my-sweet/feed/ 0 MomDotCom Webinar https://googledata.org/google-cpg/momdotcom-webinar/ https://googledata.org/google-cpg/momdotcom-webinar/#comments Thu, 21 Jan 2010 02:03:00 +0000




Mothers today seek reliable information to make the best decisions and purchases they can for their families. Increasingly, they’re seeking this information through digital channels. This behavior provides an opportunity for marketers to reach moms in contextually relevant environments. Are you adapting your online strategies to target moms?

Google, in partnership with BabyCenter®, the leading global online parenting resource, explored how you, as marketers across industries, can empower mothers through online channels. The insights will help you best utilize the Internet and search in your marketing programs targeting moms.

The webinar will spotlight two pieces of research:

• BabyCenter's 21st Century Mom™ Report: A Comprehensive Look into the Hearts and Minds of the Modern Mom

• Google’s The Four Truths About Moms & Search: How and Why Moms Search

Date: Tuesday, February 9th, 2010
Time: 3:00pm – 4:00pm EST, 12:00pm – 1:00pm PST

Click here to register for this MomDotCom webinar.
]]> https://googledata.org/google-cpg/momdotcom-webinar/feed/ 0 CPG on FAST. FORWARD. https://googledata.org/google-cpg/cpg-on-fast-forward/ https://googledata.org/google-cpg/cpg-on-fast-forward/#comments Wed, 06 Jan 2010 19:59:00 +0000 Posted by Jenny Liu, Industry Marketing Manager for CPG

In Oct 2009, Google and the Wharton School partnered up to create Fast.Forward., a YouTube brand channel that provides quick perspectives on managing change, while exploring what will define success through the continual evolution of marketing.

Through short videos, ranging in length from 30 seconds to 3 minutes, industry and academic thought leaders share their thoughts/views/insights on the marketing landscape and how it has changed, ways they feel marketers can leverage new and recent findings, best practices to make more progressive/informed marketing & advertising decisions, and other pertinent questions on the minds of marketers today.

Google CPG is excited to share the launch of CPG specific content on the channel! To find this carousel, visit http://www.youtube.com/fastforward, scroll to CPG in the center carousel and hit play.

Today, we bring to life some thought starters about targeting Moms:

View Lisa Mann, VP of Consumer Experiences from Kraft give advice on how to reach mom marketers:




Watch Patrick Kraus, Director of Pampers for N.A. from P&G, comment around how the recession has impacted moms.



You can also listen to Tina Sharkey, chairman and global president of BabyCenter, share the future "8th" face of Moms




This year, we will be building up CPG thought leadership content on this channel. Contact us if you are interested in contributing!

]]> https://googledata.org/google-cpg/cpg-on-fast-forward/feed/ 0 Moms Give Up High Heeled Shoes and Lipstick For Search https://googledata.org/google-cpg/moms-give-up-high-heeled-shoes-and-lipstick-for-search/ https://googledata.org/google-cpg/moms-give-up-high-heeled-shoes-and-lipstick-for-search/#comments Wed, 09 Dec 2009 19:23:00 +0000

Moms are a hot target audience for many marketers, given that they are often the primary household decision maker.

Moms make choices involving their family's health, well-being and livelihood and this transcends across various different categories including health, grocery needs, mealtime choices, auto, apparel and even travel.

According to BabyCenter's 21st Century Moms Report, a new mom is born every 7 seconds!

It's no wonder, then, that this year, we saw a flurry of research reports including The Rise of the Real Mom published by AdAge, Power Moms by Nielsen, and eMarketer's Moms Online: More Influential Than Ever. These new reports speak to the powerful influence of Moms and the growing importance of the internet and social media in their lives.

As a search expert with Mom on the brain, Google was curious to learn more specifically about Moms and Search. To accomplish this, we partnered with BabyCenter, a Moms expert, on a joint research study designed to take a look into the mindset and motivations behind decision-making Moms.

Just days ago, we released the findings from our new study, conducted with OTX Research and Sterling Brands, titled, "The Four Truths About Moms and Search". Here are some highlights:

Truth 1 of 4: The Stork Delivers Search
  • Mothers conduct nearly twice as many searches as non-mothers: the study showed that before becoming a Mother, participants averaged 11 searches per week -- while Mothers averaged 21 searches per week.
  • Searching is now the number one activity conducted by Moms online, surpassing e-mail.

Truth 2 of 4: Moms Become Black Belts in Search
  • 3 out of 4 Moms believe that they have become better at searching versus a year ago.
  • More than 1/3 of Moms don't make it past the top section of the first page of search results, which includes both paid and organic results.
  • More than half of Moms actually search via full sentence queries, such as, "What should baby poop look like?" to zoom in on more specific results.

Truth 3 of 4: Search is Mom's GPS to Store
  • Moms use search engines throughout their purchase decision making process; half of the Mothers surveyed use search during the awareness, familiarity and consideration stage of this process.
  • Expecting Moms and Moms with Teens are even more likely than the average mom to use Search Engines during the loyalty stage: to stay in touch with a brand and keep up to date with new offers and products.
  • 53% of Moms say they have every expectation of seeing well-known brands highlighted within a sponsored link, and 59% of Moms say they would click on a coupon noted in a sponsored search result.
  • 55% of Moms can link a purchase in a physical store back to a search conducted via a search engine.
Truth 4 of 4: Search is Mom's Back Up Brain
  • Moms most often delegate activities like finding recipes, reviews of products/services and finding coupons/deal to search engines.
  • Moms are passionate about search. In fact, 56% of Moms say they would give up high heeled shoes for search, and 53% would give up lipstick!
  • When we asked Moms to choose if Google was a family member, friend, colleague, manager or acquaintance, 65% of Moms consider Google a close friend or a family member.
These truths reveal to marketers that motherhood creates a unique search window during which a valuable connection can be made. To make sure that messaging is getting through to Moms, marketers need to make sure they appear prominently on the first page of results when Moms enter both broad and specific queries into a Search Engine. Finally, marketers should not underestimate the power of search to drive upper purchase funnel activities and to connect with Moms on an emotional level.

Posted by Jenny Liu, Industry Marketing Manager, CPG
]]> https://googledata.org/google-cpg/moms-give-up-high-heeled-shoes-and-lipstick-for-search/feed/ 0 Compete & YouTube Present: Driving Brand Engagement among Social Media Users https://googledata.org/google-cpg/compete-youtube-present-driving-brand-engagement-among-social-media-users/ https://googledata.org/google-cpg/compete-youtube-present-driving-brand-engagement-among-social-media-users/#comments Wed, 02 Dec 2009 06:25:00 +0000 Join Compete and YouTube for a webcast that will provide insights into how advertisers are using paid media on YouTube to drive engagement with their brand.

For the first time, Compete and YouTube will share benchmark data from over 100 advertisers and case studies that sheds light on best practices for using paid media to foster brand engagement. They will take a deeper look at the online habits of the YouTube audience, explore scalable success metrics, and provide examples of campaigns that have successfully sparked users’ engagement with brands.

During this webinar you will come away with:

- Campaign best practices to yield greater lift
- Vertical specific benchmarks
- A better understanding of the YouTube audience

Compete and YouTube will address questions such as:

- Are visitors on YouTube valuable for marketers?
- How effective are campaigns on YouTube at driving brand engagement?
- What are the common qualities of successful homepage ads on YouTube?

The webinar will feature several examples of recent successful campaigns, including those for a movie studio, a major automotive brand and a major CPG manufacturer.

The webinar will run approximately 45 minutes, followed by a 15-minute question and answer session. Webinar details
Date: Tuesday, December 8th 2009
Presenters:
Jessica Ong, Director, Online Media and Search, Compete
Leah Spalding, Market Insights Manager at Google, Inc.

Register at this link here.


]]> https://googledata.org/google-cpg/compete-youtube-present-driving-brand-engagement-among-social-media-users/feed/ 0