Tag Archive | "consumer"

Study: CPG shoppers prefer Facebook over Twitter for brand interaction

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A new study by G/O Digital detailing shoppers’ habits with consumer-packaged goods (CPG) brands shows that shoppers polled turn to Facebook more often than Twitter when it comes to engaging with food and beverage companies.

The study found that 55 percent of moms and 47 percent of dads surveyed believe that Facebook is the most efficient social channel to converse with brands. Only 5 percent of moms and 7 percent of dads felt that way about Twitter. These parental shoppers were also more accepting of Facebook ads — 39 percent of moms surveyed and 42 percent of dads reported clicking on a Facebook ad at least once a week before going to their local supermarket.

Jeff Fagel, the Chief Marketing Officer of G/O Digital, discussed the findings:

The rise of social media has revolutionized the way retailers and brands approach their consumer audiences, creating a myriad of possibilities for marketers to gain shopper insights and leverage real-time data in order to drive in-store execution.

The value of social media channels like Facebook isn’t derived by posting hundreds of quirky photos, but instead, it’s about targeting every single social message, post, advertisement, coupon and offer to be as intuitive, personal, contextually relevant and engaging as possible. Only then will a CPG brand see the types of benefits that matter beyond brand building – like increased foot-traffic and sales in local stores.

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Additionally, moms and dads are always on the lookout for the best prices. The study found that 77 percent of moms and 72 percent of dads admitted that localized deals or offers from Facebook affected in some way the selection of food/beverage items they put into their physical grocery shopping carts.

What were these parents looking for when they checked Facebook? 39 percent of moms and dads said they’re looking for customer reviews of products when engaging with food or beverage brands on the social network.

The most enticing kind of Facebook post, leading to an in-store conversion? It’s an offer redeemable in store, naturally.

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Interestingly enough, several parents said they check a brand’s Facebook page before visiting the company’s website, mobile site, app or their supermarket. While Google was the overwhelming first choice for moms (64 percent) and dads (67 percent), moms preferred Facebook over review sites, Yahoo or Bing. For dads, Facebook came in third to Google and review sites.

However, while parents were open to viewing Facebook ads, only a slight percent of parents polled said Facebook ads had the highest influence or power over the decision to buy a product in store.

CPG Marketing Reinvented-07Readers: Where do you prefer to engage with food and beverage brands?

Top image courtesy of Shutterstock.

Article courtesy of Inside Facebook

Apple’s Sapphire iPhone Costs Could Be Lower Than Expected

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Apple patents stronger sapphire displays

Bitcoin Slips As US Consumer Finance Agency Warns Of Cryptocurrency Risks

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Unlocking Petition Makes Legislative History

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Geek Wars Loom As Geekatoo Raises $1.7 Million To Once Again Battle The Geek Squad

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Dropbox Does Deutsche Telekom Deal To Be Preloaded On Handsets In Europe

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Backed By Ex-Nokia CEO, Spotbros Pivots To Enterprise Messaging With IMbox.me

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Consumer Robotics Is Finally Ready For Prime Time

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Google Names Its First “Glass At Work” Certified Partners To Focus On Business And Medical Use Cases

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SPMD Kenshoo launches Intent-Driven Audiences, matching search ads to Facebook

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Kenshoo, a Facebook Strategic Preferred Marketing Developer, announced Wednesday the launch of Intent-Driven Audiences. This new tool matches clicks on search ads with audiences on Facebook in real time. The technology allows marketers to show ads to consumers who have searched for certain keywords, also using Facebook’s targeting to find similar customers.

Blake Chandlee, Facebook’s Vice President of Partnerships, congratulated Kenshoo on this launch:

Facebook’s Custom Audience targeting capabilities allow marketers to reach the people that matter most to them – their loyal customers. Kenshoo’s Intent-Driven Audiences allows advertisers to bridge audiences across marketing channels by bringing together consumer intent signals from search campaigns and Facebook’s Custom Audience targeting capabilities to drive better results for their marketing efforts.

Kenshoo’s Intent-Driven Audiences opens up Facebook’s ad inventory to marketers, placing it on top of consumer search intent data. In beta, a leading national retailer reported 110 percent higher Facebook ad campaign ROI and 66 percent lower CPC than their search campaigns. The retailer also experienced a 19 percent life on search engine campaign conversion rate, increasing paid search revenue by 22 percent.

Kenshoo’s Senior Vice President of Product Will Martin-Gill commented on Intent-Driven Audiences in a press release:

At Kenshoo, we’re committed to pushing the boundaries of math and technology to create meaningful solutions for our clients. Our solutions enabling advertisers to target customers using the most relevant data from their performance marketing channels are great examples of this innovation. Intent-Driven Audiences is another key piece to the puzzle that allows advertisers to move beyond keyword and interest targeting to reach highly-valuable audiences, and the performance improvements we’re seeing are substantial.

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Article courtesy of Inside Facebook

September 2014
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