Consumer Packaged Goods (CPG) marketers were late to the online party. But they seem to be making up for lost time as they improve their website content. However, if CPG marketers intend to see their online efforts translate to higher sales, they need to fine-tune their content and update it regularly.
Consumers who visit CPG marketer websites that present engaging and fresh content will go on to buy more of the branded products when they shop. That’s the top level finding of the ‘Are Your CPG Brands Maximizing the Return on Your Digital Investment?’ study jointly published by Accenture, comScore, Inc., and dunnhumbyUSA. CPG marketers should be cheered by the study’s statistics about website visitors. When compared to non-visitors, the in-store performance increases were measured as follows:
- Monthly brand dollars +37%
- Monthly category dollars +53%
- Brand buying occasions in 6 month period +41%
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