In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.
Cybersecurity Awareness Training Presentation v2024.03
Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can Capitalize
1. The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can CapitalizeIn this webcast Catherine Roe, Head of CPG, Google, will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.
4. In 2010, Digital advertising investment surpassed Print/Newspaper spending for the first time. CMO Council report quoting the Outsell Group, $119.6 billion to $111.5 billion 4
5. Most Marketers have not kept up with their consumers… A Week in the Life of a U.S. Hispanic Weekly Media Consumption 52% Online 14 hrs Gap between ad spend and media consumption 37% TV10 hrs 7% Radio2 hrs 4% Newspapers 1 hr 5 Source: JupiterResearch Economic Downturn Online Consumer Survey,
6. Most Marketers have not kept up with their consumers… A Week in the Life of a U.S. Hispanic Weekly Media Consumption US Ad Investment 52% Online 14 hrs 5% Online Gap between ad spend and media consumption 63% TV 37% TV10 hrs 19% Radio 7% Radio2 hrs 4% Newspapers 1 hr 8% Newspapers 6 Source: JupiterResearch Economic Downturn Online Consumer Survey,
8. Marketing Priorities: 8 ZMOT: Marketing influence shifts to “Between Stimulus & Store” Localization:Digital targeting will be more locally focused
9. Marketing Priorities: 9 ZMOT: Marketing influence shifts to “Between Stimulus & Store” Localization:Digital targeting will be more locally focused Speed:The new Agility of a Digital world
10. Marketing Priorities: 10 ZMOT: Marketing influence shifts to “Between Stimulus & Store” Localization:Digital targeting will be more locally focused Speed:The new Agility of a Digital world ROI:Proving that digital marketing works!
22. 81% The New Path to Purchase 22 81% of shoppers conduct research before they shop, typically for an hour of more. Source: GMA, Booz & Company, and SheSpeaks Shopper Marketing 3.0 Survey; n = 3,600 respondents
29. Online Research has Changed the Game +188% Reviews +288% Coupons +209% Recipes 29
30. 30 The Sheer Volume is Staggering Annual Query Volume recipes weight loss soap shampoo deodorant mayonnaise pasta sauce 153,200,000 54,540,000 26,970,000 15,820,000 3,569,000 1,475,500 1,292,000 Source: Google Keyword Tool, US only.
31. Search is Integral Tool for Trade Marketing “Search advertising is the online world's equivalent of trade promotion.” 31 Source: Advertising Age, Is Search the Online Equivalent of Trade Promotion?, http://adage.com/digitalnext/post.php?article_id=135261
74. Can a geo-based targeting approach drive impact vs. a specific competitor?
75. Which search text ad messages resonate best with consumers and are most effective at driving offline sales?Study Objectives 73
76. Match Market Methodology 74 Search Creative A plus Display Search Creative C plus Display Control - Dark Search Creative B plus Display Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010
77. Text Ads By Message: 75 Health Claim Product Message Coupon Message
79. Results: 77 Private Label Test Brand Sales Lift in Brand Only Campaign Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
80. Results: 78 Private Label Test Brand Sales Lift in Product Only Campaign Sales Lift in Brand Only Campaign Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
81. Results: 79 Private Label Test Brand Sales Lift in Coupon Campaign Sales Lift in Product Only Campaign Sales Lift in Brand Only Campaign Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
Having been through a recession, consumers are now more alert, awake and conscious then ever. They are deliberate in their actions with more than half saying they are spending more time researching products online.
The sheer volume of queries is staggering. On just the raw terms (not even the expanded versions of these terms)
People who first searched for CPG products on the Web spent 20% more!
Not only did the gluten free platform drive sales across many general mills brands, they also won the 2010 Edison award for best new product for their dessert mixes.
HOURS after Shawn White appeared on Leno, this search campaign drove to NBC.com since Wheaties did not have a site to support the Olympic box.
Insight: In addition to the holidays, queries for veg side dishes spike @ Easter. Opportunity to leverage @ Retail! So in addition to running a price promotion, GG Target Team also ran a low budget search campaign, driving to the Ad on Target.comAmp up Key Easter Promotion via Digital Shopper Marketing$1000/day test driving traffic to the Target Weekly Online Ad promoting Green Giant Vegetables for the Easter Week SeasonLeverage additional support with Target Buying Team for In Store Merch
The In-Store Marketing Institute is a global organization of brand marketers, retailers, agencies and manufacturers focused on improving retail marketing strategy worldwide and to further the understanding, acceptance and effectiveness of in-store marketing.SymphonyIRIGroup (formerly IRI), was the preferred research vendor Google selected to execute a matched market test using a Analysis of Covariance (ANCOVA) using test brand and test retailer private label scanner data. A major CPG manufacturer within the ready-to-eat cereal category; looking to test localized sales impact specific to a strong regional store brand
Coupon Messaging Leads to Higher Offline Sales Lifts for Brand and Steeper Declines for Private label
Coupon Messaging Leads to Higher Offline Sales Lifts for Brand and Steeper Declines for Private label
Coupon Messaging Leads to Higher Offline Sales Lifts for Brand and Steeper Declines for Private label
All test markets that implemented search and display showed lifts (ranging +2.2% to +4.7%) versus the dark market that did not have search or display.All test markets that implemented search and display showed declines to the targeted store brand (ranging from -2% to -4.5%) versus the dark market that did not have search or display.Search campaigns that included a click for savings call-to-action lead to higher click-through rates and ultimately stronger offline sales (+4.7% lift) versus search ads that messaged product/brand benefits only (+2.2%/ +2.6% lift).