Consumer packaged goods companies and social media are not an easy mix. CPGs have legacy marketing techniques that focus on reaching mass audiences, and the ways they measure marketing and sales success simply do not mesh with the types of measurements that social media can offer.
However, this apparent disconnect may actually be an opportunity for CPG companies. By looking at social media as a way to listen to consumers, respond to their needs and create ongoing dialogue—instead of as another way to advertise to them—CPG companies can reinvigorate their marketing and create new bonds with consumers.
Key questions this report answers:
- What are the opportunities for marketing via social media?
- How much are CPG companies spending on online advertising and social media advertising?
- What are the key social media venues for CPG companies?
Consumer packaged goods companies and social media are not an easy mix. CPGs have legacy marketing techniques that focus on reaching mass audiences, and the ways they measure marketing and sales success simply do not mesh with the types of measurements that social media can offer.
Executive Summary
Actions Companies Can Take to Improve US Internet Users' Opinions About Their Brand, August-September 2009 (% of respondents)
Key Questions
The eMarketer View
CPG Online Advertising Spending
US Online Advertising Revenues, by Major Industry Category, First half 2008 & First half 2009 (% share)
US Online Advertising Revenue Share, by Major Industry Category, 2007 & 2008 (% of total)
Advertising Spending for the Top 25* US Advertisers, by Media, 2008 (millions)
TV vs. Online Advertising Spending Among the Top 25* US Advertisers, 2008 (millions and % of total)
CPG Social Media Ad Spending
US Display Advertising Spending on Top Social Networking Sites*, by Industry, September 2008-August 2009 (thousands and % share)
US Online Display Advertising Spending on Leading Social Networks*, by Industry, August 2008 & August 2009 (thousands and % change)
US Consumer Goods and Total Advertising Spending on Top Social Networking Sites*, September 2008-August 2009 (thousands and % share)
Leading Advertisers on Social Networks, Ranked by Total US Display Ad Impressions, May-July 2009 (millions)
Key Social Media Venues for CPGs
Types of Advertising/Marketing that Influence the Purchase Decisions of US Internet Users, August-September 2009 (% of respondents)
US Female Internet Users Who Say that Social Networking Sites Influence Their Purchase Decisions, August 2009 (% of respondents)
Social Networks
Social Networking Site Activities of US Social Network Users, May 2009 (% of respondents)
Products/Services Purchased Online* by US Social Network Users vs. Nonusers, May 2009 (% of respondents in each group)
Blogs
US Female Blog Readers and Publishers, March 2009 (% of respondents and millions*)
Twitter
Brand-Related Online Behaviors of Twitter Users vs. Social Network Users Worldwide, August 2009 (% of respondents)
Actions Companies Can Take to Improve US Internet Users' Opinions About Their Brand, August-September 2009 (% of respondents)
Conclusions
Endnotes
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US Online Advertising Revenue Share, by Major Industry Category, 2007 & 2008 (% of total)
US Online Advertising Revenues, by Major Industry Category, First half 2008 & First half 2009 (% share)
Related Information and Links
Related Links
Contact
Report Contributors
Consumer packaged goods companies and social media are not an easy mix. CPGs have legacy marketing techniques that focus on reaching mass audiences, and the ways they measure marketing and sales success simply do not mesh with the types of measurements that social media can offer.
Advertising Age
Anderson Analytics
BlogHer
Compass Partners LLC
comScore Media Metrix
eMarketer
Interactive Advertising Bureau (IAB)
Interpret
Lightspeed Research
Nielsen Online AdRelevance
PricewaterhouseCoopers (PwC)
Q Interactive
The Nielsen Company
TNS Media Intelligence