Is search the new "mass medium" for CPG too?
Lots of discussions we've had over the years about search being good for cars, mobile phones, computers ... i.e. for all expensive things in life with a high risk factor (... making the wrong choice). Recent research by ComScore defies that "long-cherished beliefs that people don't care enough about package-goods products to do online search about them or go to their websites" People - in the US - who arrived at package-goods sites via search rather than other means tended to be higher income, better educated, more female and bigger category spenders. More of the influencers' kind of profile. The comment in Advertising Age is clear : " Ironically, the data would seem to indicate that search, along with brand websites, could be the mass-reach vehicle package-goods marketers have found lacking since media began fragmenting in the 1970s. "
However the CPG's continue to underspend online. Maybe 2% of the total budget. And maybe only 20% of that sum in search!
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