Friday, November 30, 2012

CPG Marketing Trends: Multiscreen Consumption Becoming the Norm

 Multi-screen viewing is become more prevalent
People no longer view media the way they used to. With the development of smartphones, DVRs and many other technology platforms, there are many more options that take time away from traditional TV viewing. Even though many people continue to watch TV the “old fashioned” way, there are enough people connecting to content via mobile and the internet to begin to look at them as an important target audience.

A number of groups and organizations are taking a look into how consumers are using all three platforms: TV, internet and mobile. According to a recent Google study:
  • 77% of the time consumers are watching TV, they have another device in their hands. Half of that time, it is a smartphone. It appears as though the TV/smartphone combination is the most popular one, as 81% of respondents said that these are the two screens they are viewing together when they are multi-viewing.
  • 66% said their multi-screen viewership often consists of smartphone/computer or TV/computer (including tablet devices). When on their smartphone, consumers say they often check email, browse the internet, connect to a social network and play games and search.

CPG Marketing Trends: Quick Tips to Grow Your Brand Presence on Pinterest

Pinterest continues to grow in popularity with approximately 11 million users. The site has recently launched Pinterest for Business to maximize opportunities for brands.

Kraft Recipes on Pinterest
Below are some quick tips to help you grow your brand’s presence:

When are Pinterest users most active?

According to Reachli, a visual content marketing firm specializing in Pinterest campaigns, the best time to post during the day is 2 p.m.– 4 p.m. EST.

At night, aim for 8 p.m. – 1 a.m. Sure, this may sound late, but you are likely to see a rise in pins and participation.

So you’ve pinned a picture -  but it’s not going anywhere. 

Put in a call-to-action in the description. This can be driving to a website, a caption, etc. Pinerly says that a call-to-action can increase engagement by 80 percent.

Make it DIY. Tutorial and guide type pins see a 41 percent higher click through rate, according to Pinerly.

Make it timely! Trending topics see an average of 94 percent increase in click throughs, according to Pinerly. So if your brand isn’t responding in real-time, you’re not going to reach your consumer as effectively as others that are.

Make sure your picture is correctly categorized. If your pin isn’t in the correct category, it’s going to be lost among the other thousands of pins. Make sure it’s on the correct board as well.


Thursday, November 29, 2012

Two shopper segments to add $3bn in FMCG sales by 2015:Nielsen

Low-income value explorers and first-time modern trade shoppers will add USD 3 billion to fast-moving consumer goods (FMCG) sales in India by 2015, an analysis by Nielsen said.

Two growing shopper segments, low-income value explorers (LIVE) and first-time modern trade shoppers (FTMTS), will add USD 3 billion in FMCG sales in India by 2015, Nielsen said in a statement.

"The Indian economic landscape is flourishing and so are the shopping habits of low-income value explorers. This is a growing shopper base upgrading to become first-time modern trade shoppers," Nielsen India Executive Director Adrian Terron said.

Nielsen's research shows that an estimated one crore LIVE households live in urban India, earning an income of less than Rs 72,000 annually.

Spending one-fifth of their household expenditures on FMCG (USD 2.4 billion), Nielsen expects this shopper segment to increase FMCG sales by 50 percent in the next three years to USD 3.6 billion.

"Confident and buoyed by a sudden rise in incomes, half of LIVE households have already migrated to branded products," said Terron.

Five percent of LIVE household budgets is currently spent at modern trade, and is expected to grow to reach USD 175 million by 2015, Nielsen said.


Hyper-Targeted Email Advertising Gives CPG Marketers Upper Hand

The CPG Industry Spotlight outlines a new form of hyper-targeted email advertising from Future Flow Media called Enriched Email List Rental. The service enables the precise delivery of tailored messages to consumers who live in a give region with narrow demographic profiles and specific shopping and personal interests. For example: a brand could reach a specific audience like young mothers with a new laundry care product that works better on grass stains. Likewise, a new health drink could offer a promotion specifically to higher-income people interested in a healthy lifestyle.

Mobile Keeps Showing Upward Mobility

Let’s all agree on one thing. We live in an increasingly mobile world.
It’s the rate of the increase that can be astonishing and it seems to sometimes catch even the best marketers by surprise.

The latest data from eMarketer again outlines just how rapidly this change is happening and the result is pretty simple. If you want to reach people (and in fact it is likely to be a certain kind of person) then you need to be optimized for the mobile environment. Here is a breakdown of the growth of various online vehicles.

These growth numbers for mobile remind me of the growth numbers from the heyday of search. In other words, the train is about to leave the station so if you are not on yet, now is the time because it will have left for good.

Does this mean that the rest of the web is dead? Of course not. Look at these findings from a study performed by Chitika earlier this year. I shows that about 28% of web traffic is mobile. Big number for sure but still not a majority.

The bottom line here is this. As marketers you can no longer give yourself the ‘luxury’ of deciding whether mobile will get some of your budget or a larger portion of your attention. Now it has to be if you are doing your job well.


Wednesday, November 28, 2012

10 ways to improve your e-commerce navigation

Today sees the release of Econsultancy's E-commerce Best Practice Compendium, which contains more than 170 tips on improving usability and conversions. 

The report is split into three sections: site search and navigation, product pages, and the checkout process. 

In today's post, I'll look at some tips examples to improve e-commerce navigation. 

Minimise number of clicks

Use auto-complete

Filtered navigation

Use reviews as a navigational aid

Make your drop-down menus work

Let people search by department

Consistent navigation

Navigation by colour

Use visual cues



Related articles

What do Pinterest business pages mean for brands?

Pinterest announced the latest step in its move towards monetisation with the launch of new business pages.
The new pages offer verification – similar to Twitter's verified accounts - as well as easier access to new buttons and widgets. 

Pinterest has also created a dedicated site for businesses, which contains best practices, case studies and documentation.

Businesses have been using the social network for some time now, and we’ve previously highlighted six brands making good use of Pinterest as well as looking at stats that suggest it drives more sales than Facebook.

Tuesday, November 27, 2012

Re-Inventing the Mall: How Retailers are Bringing Digital Technologies In-Store

Online shopping has become the norm for many U.S. consumers, with 70% of online users regularly purchasing goods online. But while e-commerce sales continue to grow – they'll reach $362B in the U.S. in 2016, up from $224B this year – they still account for only about 5% of total retail sales.

It turns out, a lot of people still like shopping in stores. Many consumers still like to see and touch products in real life, enjoy "browsing" in shops, or want to talk to a sales person before making major purchases. But after more than a decade of web commerce, consumers have also become more demanding, price-conscious, and technically savvy. 

Technology Trends for CPG.

Accenture sees six technology trends majorly influencing the CPG sector over the next three to five years. 

These are:
  • Context-based services: These will drive the next wave of digital services—combining real-time signals from the physical world with location data, online activities, social media and other contextual inputs. 

    For example, ConAgra is working to transform its online consumer experience and generate a 360-degree profile of every consumer in real time.

National Brands Are Gaining on Private Labels.

It's no secret that the struggling economy has been a boon for marketers of private label products. 

Not content to coast on increased consumer acceptance of store brands as consumers look for ways to cut costs during the recession, retailers have intently focused on growing their store brand programs. 

National brand manufacturers, meanwhile, have developed new strategies to protect their brands from private label encroachment by offering new value, quality and innovation. 

IAB study reveals 80% of smartphone owners shop on their device

16% of consumers are estimated to shop on their mobiles this year, up from 13% in 2011. As mobile becomes even more of a keystone in holiday campaigns and shopping, it's import to understand how consumers are using their devices.

The IAB in partnership with Prosper Mobile Insights released its second annual Mobile Shoppers study to show where mobile shopping hotspots are around the US as well as how consumers are influenced by apps and digital coupons.

Social Media Ad Revenues to Double By 2016 [REPORT]

Good news for those who believe social media advertising revenues will be crushed by mobile: A researcher is estimating that the category will double by 2016 to become a $9.2 billion business, in the U.S. at least.

BIA/Kelsey projects a 19.2% annual growth rate for the next four years for social media ads. The researcher believes that so-called native ads like Facebook’s Sponsored Stories and Twitter’s Promoted Tweets will lead the growth. Such native social advertising will grow from $1.5 billion in 2012 to $3.9 billion in 2016 for a 26% annual growth rate. BIA/Kelsey predicts that Facebook, Twitter and others including StumbleUpon and Tumblr will be able to command higher prices for the formats.

If it doesn’t have a Face, it shouldn’t be on Facebook

Image representing Facebook as depicted in Cru...

Here’s a simple rule of thumb from The Social Commerce Handbook; If it doesn’t have a face it shouldn’t be on Facebook.

Why? Because people use Facebook (and social media in general) as a tool for personal communication; social media is people media.  A good sign that you are a person – as opposed to a business or brand – is that you have a face.  So it follows that if you don’t want look like a dad a the school disco, social media communication should be person to person – not brand or business to person.

Monday, November 26, 2012

Shoppable Videos Go Mainstream with YouTube

Image representing YouTube as depicted in Crun...

YouTube, the second most popular search engine  is the dark horse of social commerce, and an increasingly valuable social commerce tool, as a new campaign from Juicy Couture illustrates.
For example, in the beauty industry referral traffic from Twitter and Facebook is falling, but has more than doubled from YouTube in the last year. Visitors to business YouTube channels are also growing significantly.  It’s a sign that after the picture fetish (pinterest, instagram et al), the future is video. So is it time to review the basic 2-point social commerce strategy of adding social widgets to your e-commerce site, and adding e-commerce widgets to social networking sites?

QR code road test shows brands still offer a dreadful user experience

English: Version 3 QR code example

Best practice

You can find out about this in more detail in our blog post highlighting eight best practice tips for using QR codes in marketing, but the basic rules are:
  • Make sure the QR code serves a purpose and adds to the user experience.
  • Don’t link to a desktop site.
  • Put it where people will notice it.
  • Make the code big enough so people can scan it easily.
  • Include a call-to-action (CTA) telling users what they stand to benefit.
So, have marketers actually started adhering to best practice?

Sunday, November 25, 2012

Study Says 70 Percent Of Facebook Pages Are Inactive

facebook-logo-square“Ghost town” is a phrase that’s been tossed around when describing the apparent low activity levels on Google+, but a new study suggests that it could also apply to business activity using Facebook Pages., a social media tools/analytics company that we’ve covered before when it looked at Wal-Mart’s Facebook Page strategy, is now out with a wider study that looks at overall Facebook Page activity … and it isn’t pretty.
In October, the company examined more than 5.7 million Facebook Pages with at least 10 “Likes”, and used a subset of about three million Pages to dig deeper into specific category activity. found that 70 percent of the Pages it studied aren’t actively posting, with Pages in the Community, Company and Public Figure categories especially inactive.
That chart shows how many posts per month Page owners are making across different categories during the October study. The chart below also looks at posting activity by category, but compare the average posts made between March and October. As you can see, posting activity is down in every category except “Local business.”
Page inactivity is also shown in engagement rates and the use (or lack thereof) of cover images. says 64 percent of Pages have no cover photo and 83 percent never participated in conversations on their Pages.

The study also found that Business category Pages have seen a significant drop in average fan count — from 6,400 fans per Page in March to 3,233 fans per Page in October.
It all begs the obvious question: Why is Facebook Page activity declining like this? mentions that the full rollout of Timeline this spring may be to blame. And there’s also Facebook’s move to what we’ve called paid organification — i.e., the need for brands to spend money to get more eyeballs to see their “free” (organic) posts and status updates.