the digital shelf the opportunity for search in packaged goods yahoo! search marketing proprietary...
TRANSCRIPT
THE DIGITAL SHELFTHE OPPORTUNITY FOR SEARCH INPACKAGED GOODS
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Presented By:James Lamberti, SVP, comScoreMatt Wilburn, Sr. Director, Yahoo!
October 2007
2
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
THE ROLE OF SEARCH Marketing the Motivation
LONGEVITY CONTINUUM
MOTIVATION CONTINUUM
“I suffer from
allergies”
“I bought a new home”
“I have a new baby”
Occasion Based
Lifestage
Lifestyle
PermanentTemporaryImmediate
“I stained
my carpet”
3
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
THE OPPORTUNITY FOR BRAND Understanding the Motivation
LONGEVITY CONTINUUM
MOTIVATION CONTINUUM
Occasion Based
Lifestage
Lifestyle
PermanentTemporaryImmediate
Future: Huge Opportunity
is here!(e.g. branding, need
states)
Current CPG view - search as
direct marketing
(e.g. transactional)
4
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
• To understand how consumers use search to find information about consumer packaged goods
• To understand the marketing opportunity available in search for packaged goods companies
• To quantify the value of packaged goods searchers both demographically and attitudinally
THE DIGITAL SHELF Study Objectives
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
5
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Survey Attitudes of Searchers and Non-Searchers Category Engaged (n = 2,800) across 4 categories:
• Household • Baby Products• Personal Care• Packaged Foods
Survey Fielded: June and July 2007
Behavioral What are they doing online?
Clickstream Behavior Observed: February – April 2007 on comScore 1 million+ panel
BACKGROUND & METHODOLOGY
THE CONSUMERSizing and Search Marketing Opportunity
THE MOTIVATIONUnderstanding Their Needs
THE VALUEComparing Searchers & Non-Searchers
THE OPPORTUNITYQuantifying the $$ Opportunity for Search Marketing
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
6
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
BACKGROUND & METHODOLOGY
2 million PanelAttitudinal(20-min survey)
What do they think?
Behavioral (Click Stream)
What are they doing?
Population Visitors to CPG Related Sites in past 30 days
Total US Internet Population Visitors to CPG Related Sites or
Searched on CPG Related Terms
Time Period June – July 2007 3 Months Ending April 2007
Sample Size
n = 2,800; 700 per category,
500 Searchers, 200 Non-Searchers
Over 1MM Panelists
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
7
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
CPG CATEGORIES ANALYZED
PACKAGED FOOD
PRODUCTS
PACKAGED FOOD
PRODUCTS
BABY CARE
BABY CARE
PERSONAL CARE
PERSONAL CARE
HOME CARE
HOME CARE
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Who are searchers?
Sizing the Opportunity
9
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
THE SEARCH MARKETING OPPORTUNITYAll CategoriesNearly half of Internet Users search on CPG related terms or visit CPG related sites.
USING SEARCH
Source: comScore Marketing Solutions; 3 Months Ending April 2007 – Total U.S.
Food
Baby
Personal Care
Household
93.7MM 43.8MM
26.0MM 15.7MM
35.9MM 9.8MM
7.3MM 1.7MM
% INTERNET REACH
UNIQUE VISITORS
UVs USESEARCH
10
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
SIZING THE SEARCH MARKETING OPPORTUNITYBaby Products Example
1 U.S. Internet Population 203 Million
2 Monthly Site Category Penetration
13%
3 Category Involved Consumers
26.0 Million
4 % Using Search 60%
5 Search Marketing Opportunity
15.6 Million
11
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
SEARCHERSU.S.
POPULATION
Average Income $63.3k $45K
Average Age 40.6 46.2
Female 78% 50%
4 yr. College or Better Education 45% 22%
Demographic & Life Stage Questions: Base: Searcher (n = 2,011); Non – Searcher (n= 803) = Significant difference at 95% confidence
Demographic Profile
Searchers are more affluent, younger, and more likely to be female
12
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
They are more social and involved with their homes…Psychographic Profile
Demographic & Life Stage Questions: Base: Searcher (n = 2,011); Non – Searcher (n= 803) = Significant difference at 95% confidence
SEARCHERSNON-
SEARCHERS
Socially Active 57% 50%
Enjoy cooking and entertaining for friends 52% 45%
Going out/socializing is a big part of my life 24% 17%
Involved with Home 57% 52%
My home is my castle 45% 40%
I believe cleanliness is next to godliness 38% 30%
13
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
39%
35%
27%
28%
23%
13%
Q6: Besides search engines, what other sources, if any, did you use the last time you got information for the following categories? Please check all that apply. Searcher (n = 2,011); Non – Searcher (n= 803))
= Significant difference at 95% confidence, * Significant difference at 90% Confidence.
In-Store
Offline Media
Friends and family
…and they are hyper engaged, leveraging a larger number of offline sources to gather information…Please tell us all the sources you used to gather information?
SEARCHERS
NON-SEARCHERS
14
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
54%
30%
9%
65%
22%
6%
Q6: Besides search engines, what other sources, if any, did you use the last time you got information for the following categories? Please check all that apply. Searcher (n = 2,011); Non – Searcher (n= 803))
= Significant difference at 95% confidence, * Significant difference at 90% Confidence.
Company & Product
Websites
Lifestyle / Interest Sites
Blogs, Online Communities or
Review Sites
…and most online information sources as well
Please tell us all the sources you used to gather information?
SEARCHERS
NON-SEARCHERS
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
What are customers
looking for?
16
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Packaged Food• “ I was looking for a side dish to make for a BBQ.
There are all kinds of recipes on the Internet. It’s great.
• "I have irritable bowel syndrome and I am trying to lose weight so I was looking up info on what foods would work best for me"
Home Cleaning Care• "I have allergies and Fibromyalgia so I am in
need of cleaning products that do not make me sick like the ones I currently use"
• "To check about bedbug products. I had this problem for the first time in my life. I want to know how to get rid of it"
CPG consumers are motivated to visit websites to find what they need to meet life needsWhat motivated you to visit these sites? (Open Ended Response)
17
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Personal Beauty • "I am always trying to find something new to combat
aging, acne, and to cover up these issues. I like to research what will work best on my skin"
• "I've been wanting information about a problem I'm having with hair loss"
• "My skin is rather dry and I sometimes do not get enough sleep, so I was looking for products that would reduce lack of sleep signs that can show around the eyes"
Baby Products• "I have a daughter that has accidents at night and I
wanted to find the best product for her to use"
• "Wanted to find out what kind of disposable training pants to buy and the different types of pull ups that were available"
This is consistent across categories
What motivated you to visit these sites? (Open Ended Response)
18
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Information and content drive searchers to visit; Non-search visits are driven by price & W-O-MWhat motivated you to visit this site? (Coded Open Ended Response)
Product/Company Information
Product Needs
Price/Savings
General Information
Convenience
Advertisement
Recommendation (WOM/Email)
37%
26%
16%
16%
16%
3%
2%
29%
24%
24%
8%
4%
7%
15%
SEARCHERS
NON-SEARCHERS
Fulfilling Product Needs is more important to Home Cleaning Care Searchers
1 in 4 Packaged Food Non – Searchers cite coupons/special offers.
Base: Searcher (n = 2,011); Non – Searcher (n= 803) Boxes indicate significant difference at 95% confidence* Significant difference at 90% confidence.
19
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
48%
44%
40%
40%
36%
31%
29%
26%
21%
36%
38%
28%
47%
23%
15%
22%
10%
10%
… and they go to great lengths to get it, exhibiting significantly deeper category engagementWhat motivated you to visit this site? (Select as many that apply)
Find more information products
Learn about new products
Help me make a purchase decision
Find out about special offers
Get/compare product prices
Find where to buy/local places
See official company website
Compare competitive products
Consumer and professional reviews
Q3: Thinking about each category separately, what made you want to go online the last time you were looking for information about each? You may have various reasons so feel free to check as many as apply.
Base: Searcher (n = 2,011); Non – Searcher (n= 803) = Significant difference at 95% confidence, * Significant difference at 90% Confidence.
SEARCHERS
NON-SEARCHERS
20
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
SEARCHERS
NON-SEARCHERS
73%
64%
47%
29%
58%
44%
59%
22%
Information & Help
Purchase Decision
Promotion
Company Website
Q3: Thinking about each category separately, what made you want to go online the last time you were looking for information about each? You may have various reasons so feel free to check as many as apply.
Base: Searcher (n = 2,011); Non – Searcher (n= 803) = Significant difference at 95% confidence, * Significant difference at 90% Confidence.
Searchers want product information and help making a purchase decision…What motivated you to visit this site? (Select as many that apply)
21
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
145
172
194
201
100
CPG searchers show much heavier search activity versus the general internet populationHow many searches are done in a given quarter…?
BaselineINDEX VS.
TOTAL
+101%
+94%
+72%
+45%
Household
Baby
Personal Care
Food
Total Internet
Source: comScore Marketing Solutions; 3 Months Ending April 2007 – Total U.S.
22
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
65%58%
42%
24%
Though least indicated, in
aggregate this represents millions
of Searcher consumers who
don’t know where to go.
Exploration drives consumers to use search
Why did you use search?
Base: Searcher (n = 2,011)Q2: Why did you use Search (e.g. a Search Engine like Google, Yahoo!, MSN, AOL, or ASK) the last
time you were looking for information about each category listed across the top? Please check all that apply.
…wanted to see what's out there/get a
better idea of what sites had in the category
…search is the most
convenient way to get
where I needed to go
…start with Search for
most queries
…couldn't remember the site address
23
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
76%
71%
71%
67%
67%
54%
Base: Searcher (n = 2,011)Q20: Please tell us how much you agree or disagree with each of the following statements.
Allows me to make better buying decisions
I expect leading brands to be at the top of my search results
I've been introduced to new brands/companies
Search helps me find information more than where to buy things
Remind me of brands I'm familiar with, but wouldn't necessarily thought of
When I search online for company websites, it takes a few searches before I find exactly
what I need.
Consumers expect a similar experience at the Digital Shelf as they do at the Store ShelfHow many Searchers “strongly agree/agree” with these statements …? (Top 2 Box on 5 pt. scale)
24
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Searchers can be influenced to switch brands based on factors other than priceThinking about your last purchase, did you switch brands? Why did you switch?
29%36%
Searchers Non-Searchers
QA14/11a: Did you switch to another brand? Base: Searchers (n = 1,893); Non-Searchers (n = 751) QA15/12a: Why did you switch? Base: Searchers (n = 625); Non-Searchers (n = 208) = Significant difference at 90% confidence.
Price (Main Reason for
Switching)
• Searchers 27%• Non- Searchers
38%
25
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
SEARCHERS
NON-SEARCHERS
26%21%
17%
7% 5%
21%26%
13%
3% 2%
Cross-media messaging creates demand for more informationDid any of the following compel you to look for information?
Q5: Still thinking about the last time you got information online about each category, which, if any, of the following compelled you to get more information? Please check all that apply.
Base: Searcher (n = 1,960); Non – Searcher (n= 709). = Significant difference at 95% confidence
TV Ad Online/ website Ad
Print ad Radio Ad Billboard
26
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
SEARCHERS
NON-SEARCHERS
73%
52%36% 28%35%
58%
29% 22%
Search is critical both for content and product sitesHow do you usually get to these websites…?
Use a Search Engine
Type in address
Linked from a
Lifestyle/Interest site
Have these sites
bookmarked
56%
33%47%
36%34% 31%47% 39%
COMPANYPRODUCTWEBSITES
LIFESTYLEWEBSITES
Q24: How do you usually get to these types of sites? Base: For Lifestyle Websites Searcher (n = 661); Non – Searcher (n= 135). For Company Product
Websites Searcher (n = 1,737); Non – Searcher (n = 700). = Significant difference at 95% confidence
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
The Value of
Searchers
28
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Searchers spend 20% more in the category than non-searchers…
THE VALUE OF SEARCHERS Category Spending
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
SEARCHERS NON – SEARCHER
Packaged Food Products $51.91 $41.69
Home Cleaning Care Products $40.30 $32.34
Personal Beauty $52.19 $46.36
Baby Products $62.56 $52.09
QD2: In the past 30 days, how much have you spent in total on <INSERT PRODUCT CATEGORY ASSIGNED>? (Your best estimate is fine.) Base: Searcher (n = 2,011); Non – Searcher (n= 803) = Significant difference at 95% confidence.
29
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
1. Go out of my way to recommend good products and brands
2. Social and well-connected
3. Others look to me for advice when it comes to technology
4. I am a natural leader; people always listen to my opinions
5. A good brand is worth talking about
6. I tend to be one of the first among my friends to try new products
7. I often tell friends about products that interest me
52% of CPG searchers are also brand advocates… and this defines a Brand AdvocateUsing segmentation we separate buyers into two groups
Source: Engaging Advocates with Search and Social Media | December 2006Across 4 Verticals: Auto, Consumer Electronics, Home Loans, and Hotel BookingsFindings Derived from Segmentation Using over 30 Psychographic Attributes
30
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
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
50%+ write about their purchases online, with the large majority writing something positive (90%)
A 2-to-1 rate of converting someone to make the exact same purchase
Why are brand advocates important
Using segmentation we separate buyers into two groups
Source: Engaging Advocates with Search and Social Media | December 2006Across 4 Verticals: Auto, Consumer Electronics, Home Loans, and Hotel BookingsFindings Derived from Segmentation Using over 30 Psychographic Attributes
31
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
CPG searchers are significantly more likely to be brand advocates and convince friends to purchaseUsing segmentation we separate buyers into two groups
QA18/15a: How likely are you to recommend the brand to friend, family member, or colleague? Base: Searchers who recall brand (n = 1,952); Non-Searchers who recall brand (n = 769)
QA19/16a: Did you convince or persuade at least one friend or family member to buy the brand? Base: Searchers who recall brand (n = 1,768); Non-Searchers (n = 683) = Significant difference at 95% confidence, * and = Significant difference at 90% confidence.
SearchersNon-
Searchers
Brand Advocate 52% 38%
Did you convince someone to purchase the same [CPG category] brand/product?
Plan to Purchase 22% 16%
Already Purchased
41% 33%
32
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
* Market = Visited CPG related website in the category in past month
Advocacy extends the reach potential of search marketing dramatically
21.9MM12.2MM2.3MM58.4MMExtended Reach Estimate
SearcherSearcherSearcherSearcher
2.4MM
55%
4.4MM
45%
9.8MM
Personal Beauty Products
14.6MM
64%
22.8MM
52%
43.8MM
Packaged Food Products
.6MM
64%
.9MM
51%
1.7MM
Home Cleaning Care Products
6.2MMAdvocacy Impact
69%Conversion Rate
8.9MMUnique Searchers Who Advocate
57%
15.7MM
Baby Products
Unique Searchers
% Brand Advocates
+ 33% + 35% + 24% + 39%
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Key Searcher
Segments
34
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Predictive Factors Examined 100+ variables from the questionnaireFrom this, 13 factors identified as predictive
• Interact with site • Help make decision• Product information• What others say• Environment/safety• Company info• Save money• Use new media• Search to brands• Search for info• Brand advocate• Influencer• Leader/expert
SEGMENTATION METHODOLOGY
4-STEP STATISTICAL PROCESS(1) Identified key concepts in data using multiple iteratively applied statistical processes
(2) Employed 3-stage cluster analysis
(3) Used discriminate analysis to assess the reliability of the cluster solutions and identify ways that the clusters differed from each other
(4) Repeated steps 2 and 3 until a stable and business relevant solution emerged – which turned out to be a 7 cluster solution
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
35
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Brand AdvocatesInterested & Engaged
Value Conscious Consumers
Curious, strongly motivated, brand conscious in search activities, most receptive to visiting CPG related websites with product related information, benefits, and incentives
Normal or somewhat higher on most measures, motivated by product features
Younger, higher income families, enjoy cooking/entertaining
Motivated by product features, curious
Motivated by product/company information, search to fulfill personal needs,
Single, older, lower income
Low motivation, media has little impact
Least likely to switch brands/switch on price, lowest spenders
Stay-at-home, older, lower income
3 Segments Emerged on our Analysis of CPG Site Visitors
24% 26%50%
36
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
3 Segments Emerged on our Analysis of CPG Site Visitors
24% 26%50%
Brand Advocates
Interested & Engaged
Value Conscious Consumers
Use of search: Get to Company
Product websites70% 80% 72%
Use of search: Get to Lifestyle
websites55% 61% 53%
Category Purchasing (per
month)$56.97 $51.98 $41.26
37
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Brand Advocates
Media influence on search• Similar to Information Seekers
• Billboard: 7%
Overall Attitudes and behaviors• Very strong band advocates: 73%• Persuasive – already purchased brand:
64%• Switched brands: 40%
• On product features: 54%• On price: 23%
• Vocal, post online reviews: 34% past 3 months
• Active researchers, compare products online weekly or more often: 47%
Search: Motivations for using and attitudes
• Brand focused• Expect leading brands to be at the
top of my search results: 42%• Reminds me of familiar brands: 32%
• More intense searches• Takes a few searches before I find
exactly what I need: 27%
Motivations for CPG site visitation• Generally higher than Low Value Consumers
but mostly lower than Information Seekers• But, more responsive to incentives to visit
company/product websites• Product prices: 49%• Contests to win prizes: 44%• Opportunity to learn about new
products: 47%• Ability to compare competitive
products: 43%
Search Usage
Category Spending
Advocacy & LeadershipSegment Size
(35.5MM Users)
50%
Demographic profile• 77% female• Average age: 39.7 years• Average income: $65.8K• 4 year college or greater: 46%• Married with kids at home: 42%• Single: 21%
38
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Search Usage
Category Spending
Advocacy & LeadershipInterested & Engaged
Media influence on search• Similar to Persuasive Brand Advocates
• Print: 23%
Overall Attitudes and behaviors• Switch brands on product features:
50%• Active researchers, compare products
online weekly or more often: 48%
Search : Motivations for using and attitudes
• Curious and focused on convenience• Wanted to see what’s out there:
77%• Most convenient way to go: 66%• Start with search for most queries:
53%• Use Search to get to company/product
websites: 80%
Motivations for CPG site visitation• Product Information/Reviews: 95%• Purchase Decision: 80%• Special offers/coupons: 58%• Visit Company Website: 46%
Demographic profile• 80% female• Average age: 42.1 years• Average income: $61.1K• 4 year college or greater: 46%• Married with kids at home: 31%• Single: 33%
Segment Size(17.0MM Users)
24%
Renamed first and third nets from the SES tables – were “Information &Help” and “Promotion” respectively
39
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Search Usage
Category Spending
Advocacy & LeadershipValue Conscious Consumers
Media influence on search• Very low impact
Attitudes and behaviors• Lower scores than other segments
nearly across the board• Less active socially: 43%• Low Involvement with their
home: 43%• Brand Advocacy is very low:
14%• Motivated more by price than other
segments when switching brands: 39%
Search : Motivations for using and attitudes
• More limited in all areas
Motivations for CPG site visitation• Least motivated across the board
Demographic profile• 79% female• Average age: 41.0 years• Average income: $60.6K• 4 year college or greater: 42%• Married with kids at home: 39%• Single: 25%
Segment Size(18.5MM Users)
26%
40
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
REACH
• Nearly half of internet users searched using CPG keywords and/or visited a CPG-related site during the past 90 days.
• Nearly half of CPG site traffic originates with search– this is higher than most categories. Search is the starting point for both consumers and brands.
• CPG Searchers use search 2X as much as the general internet population. In aggregate they represent scalable audiences with considerable spending power and influence.
RELEVANCE
• Demographic, attitudinal and behavioral data about CPG searchers reveals a profile of a more affluent, younger, female and more media-savvy consumer.
• CPG searchers say they are seeking information to help with purchase decisions and to find relevant CPG content. Their search activity demonstrates active interest and openness to influence.
• You’re competing with other brands and ‘non-brand’ site for their attention.
Research Highlights
41
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
RESULTS
• CPG searchers link their search activity with purchase intent and skew away from price as the reason to switch brands. Active, responsive.
• CPG Searchers report spending 20% more money in store, in-category, during the 30 days around their search activity.
• They are much more likely to be ‘brand advocates’ and share their recommendations with friends and family. Multiplier effect.
IMPLICATIONS
• These insights challenge the notion that search “doesn’t fit” for CPG brands: It scales, it reaches a valuable and engaged consumer. It is a more efficient and personal message delivery vehicle than other media.
• CPG advertisers should treat the search results page like a retail store shelf: is the brand present? Is it easy to find? Is it packaged to sell?
• Position your brand through search to reinforce and extend association with key brand equities. Ladder up! (Temporary –> Lifestage -> Lifestyle).
Research Highlights
42
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
The result of over 50 years of Olay
research, Olay
spent millions on positioning
Regenerist as a premium and revolutionary
new product for anti-aging
skincare
THE MISSED OPPORTUNITY The Digital Shelf
anti aging skin care
Neutrogena is advertising to engaged category consumers at a critical brand-building moment…at the digital shelf, Olay is out-of-stock.
43
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
THE MISSED OPPORTUNITY The Digital Shelf
Iams is spending
millions on launching
Healthy Naturals dog food…
natural dog food
…but a competitor is outbidding them (by less than $1!), resulting in poor placement
44
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
THE MISSED OPPORTUNITY The Digital Shelf - Even Digital Leaders Can Improve
Kellogg’s spent millions on
packaging and advertising to link “Organic”
to their brands…
organic cereal
Kellogg’s Organic products don’t appear on the “digital shelf” – but its competitor does with wholegrainnation.com. This is a missed opportunity with an engaged consumer.
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Why search should matter to P&G
47
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Search is more important to P&G brand switchers who are engaged in the categoryHow important is Search….”? (Top Box & Top 2 Box on 5 pt. scale)
Q17: How important was using Search (e.g. a Search Engine like Google, Yahoo!, MSN, AOL, or ASK) in helping you make your purchase of < INSERT BRAND FROM Q11. IF Q11 = “Don’t know / Can’t recall” INSERT “the brand you most recently purchased” >. Base sizes vary by usage. = Significant difference at 95% confidence, = Significant difference at 90% confidence.
40%
29%
Veryimportant
Somewhatimportant40% 44% 39% 36% 35%
29% 27%28% 33%
18%
69% 71% 67% 69%
53%
Any 3 P&G
Home Cleanin
g
Personal
Beauty
Baby Product
s
Did Not Switch
36% 37% 37% 44%
32%18% 22%
34%
68%
55%59%
77%
Visited All 3
Visited Any 2
Visited Any 1
1st Time Baby
Products
Search is especially important to point of
entry buyers.
Switched to P&G Brand
# of P&G Category Sites Visited & Point of Entry
48
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Searchers are more successful in converting their friends to buy P&G productsHow likely are you to recommend your P&G brand…? Did they purchase or do they plan to purchase the P&G brand…?
Q18: How likely are you to recommend <INSERT BRAND CHECKED IN Q11 IF CODES = 1 – X OR “VERBATIM COMMENT” IF “Other (Please specify)”> to friend, family member, or colleague? Base: Searchers who recall P&G brand bought (n = 1,059); Non-Searchers who recall P&G brand bought (n = 374) Q19: Did you convince or persuade at least one friend or family member to buy the brand? Base: Searchers who recall brand (n = 966); Non-Searchers (n = 333 ) = Significant difference at 95% confidence, = Significant difference at 90% confidence.
Searchers
Definitely Recommend Purchase
51%
67%
Plan to Purchase
18%
Purchased
49%
Non-Searchers
Definitely Recommend Purchase
56%
52%
Plan to Purchase
15%
Purchased
37%
10.1MMpeople
11.4MMpeople
Personal Beauty &
Baby Products
Personal Beauty &
Baby Products
49
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
The more P&G sites they visit, the more they advocateHow likely are you to recommend your P&G brand…? Did they purchase or do they plan to purchase the P&G brand…?
Q18: How likely are you to recommend <INSERT BRAND CHECKED IN Q11 IF CODES = 1 – X OR “VERBATIM COMMENT” IF “Other (Please specify)”> to friend, family member, or colleague? Base: Searchers who recall P&G brand bought (n = 1,059); Non-Searchers who recall P&G brand bought (n = 374) Q19: Did you convince or persuade at least one friend or family member to buy the brand? Base: Searchers who recall brand (n = 966); Non-Searchers (n = 333 ) = Significant difference at 95% confidence, = Significant difference at 90% confidence.
P&G User: Visited Websites
in All 3 P&G Categories
Definitely Recommend Purchase
53%
75%
Plan to Purchase
17%
Purchased
58%
P&G User: Visited Websites
in Any 1 P&G Category
Definitely Recommend Purchase
50%
54%
Plan to Purchase
17%
Purchased
37%
P&G User: Visited Websites
in Any 2 P&G Categories
Definitely Recommend Purchase
55%
65%
Plan to Purchase
17%
Purchased
48%
Greater than for both
visitors to websites in
any 1 or any 2
category(ies)
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Alternative Key Findings Slides
51
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
• Customers view CPG website as the digital shelf extension of the shopping experience. Nearly half of all Internet users have visited a CPG related site in the past quarter
IMPLICATION: Consumers are looking for your company, your brands and your products online. Develop a robust strategy to reach and engage with your customers where they’re at -- online
• Searchers are your most engaged consumers, thirsty for information and ripe for influence. Search queries are predominantly informational, not conversion based
IMPLICATION: Searchers represent significant opportunity for marketers seeking to engage customers at a deeper level by providing exactly what they need and want – product information, opportunities to learn more about whole product lines, customer reviews, and a desire to “pre-shop” online before purchase
• Search is the most widely utilized starting point for arriving at lifestyle and company branded websites. Over 43% of CPG site visitors arrived via search
IMPLICATION: Search marketing is a reach vehicle – potentially influencing millions of “in-market” consumers
Executive Summary
52
Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
Executive Summary
• Offline media often ignites searchers to follow-up with product research, seek more information, and/or find deals.
IMPLICATION: Search marketing needs to be integrated with your overall brand strategy to maximize the impact of your cross media campaigns.
• The segmentation underscores the motivations driving search behavior – a quest for knowledge, the need to be empowerment – all a convenient mouse click away.
IMPLICATION: The best search marketing strategy will link to good content - ultimately “building brand” in the process.
• Searchers are among your most valuable customers. They spend more, have desirable demos, and advocate for the brands they love.
IMPLICATION: Engage with searchers not only for their value alone, but for their potential to reach and influence a wider sphere of prospects.