Consumers who use search engines to find information about consumer packaged goods more likely to be brand advocates
SEMPO releases more findings from joint study with comScore, P&G, and Yahoo! revealing the opportunity search engine marketing represents for CPG marketing
New York, NY, November 5, 2007 – The Search Engine Marketing Professional Organization (SEMPO) today released additional findings from a major research study conducted in partnership with comScore, Procter & Gamble and Yahoo! The study, entitled "The Digital Shelf,” analyzes the role played by consumers who use search to find information about consumer packaged goods (CPG), including baby care, personal care, home care, and packaged food.
Gord Hotchkiss, Chairman of SEMPO, commented, "One of the key findings of the study is that that CPG searchers are much more likely to be ‘brand advocates’ and share their recommendations with friends and family. In addition, more than 50% of these brand advocates write about their purchases online, with 90% writing something positive.”
James Lamberti, comScore senior vice president of media, said, "Another key finding is that CPG searchers who are also brand advocates are more open to influence, considering more brands prior to making a purchase. However, once they make their purchase, they are more loyal to the brands they buy.”
Matt Wilburn, senior category director for Yahoo!’s consumer packaged goods vertical, concluded, "Searchers are among your most valuable consumers – they spend more, have desirable demos, and they more actively attempt to influence others. The implication is clear: Connecting with these high-impact consumers through search marketing creates greater value for brands.”
To learn more, requests for invitations to the webinars on the study should be directed to TheDigitalShelf@comScore.com.
About the Search Engine Marketing Professional Organization (SEMPO) SEMPO is a global non-profit organization serving the search engine marketing industry and marketing professionals engaged in it. Its purpose is to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research, and creating a better understanding of search and its role in marketing. Representing thousands in over 30 countries, SEMPO has over 630 members. It represents the common interests of companies and consultants worldwide and provides them with a voice in the marketplace. SEMPO’s education and outreach initiatives are sponsored in part by Microsoft, Yahoo!, Google, Superpages.com, and Search Engine Strategies.