SES Chicago 2007 – Digital Shelf – The Search Marketing Opportunity for Packaged Goods (CPG)

Moderator:
Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch
Marketing Speakers:
Matt Wilburn, Senior Category Director, CPG, Yahoo!
James Lamberti, Senior Vice President, Search and Media, comScore, Inc
Dana Todd, Board of Directors, SEMPO
Randy Peterson, Search Marketing Innovation Manager, Procter and Gamble

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Everyone on this panel clearly put a lot of long, hard work into the concepts, thought and research into this panel and this blog post won’t do the great conversation the justice it deserves. It’s bleeding edge, this is fun and interesting stuff that will eventually transform the way consumers chose products and discover need brands that specifically meet their needs.

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Does search help CPG? Comscore and Yahoo! provided the data for the SEMPO study.

James Lamberti, Comscore

The search marketing opportunity…100 million unique visitors in food alone, and babies

Who are these searchers? Average income, dramatically higher, 80% female

They enjoy cooking and entertaining.

Allergy sufferers are a prime underserved demographic. The opportunity to build brands via presences made through educational experiences.

Matt Wilburn, Yahoo!

Order of importance to searchers

- Information & Help

- Purchase Decision

- Promotion

- Company Website

Content matters more than a direct navigation. (I see a pattern developing here)

Consumers expect a digital shelf to be similar to a store shelf.

Out of stock, hard to find are issues.

Are you visible in paid and organic? Are you creating a nice impression?

Dana Todd, Sitelab

This is a compelling proposition. We believe in the promise of search for branding issues.

We need to think outside ROI. Back away from the spreadsheet. You need to get people thinking outside direct acquisition.

The first brand for cheese is on page three of the Google organic listings. Why?

Chinese toothpaste issue was a counter reaction to the ingredients article in Wired.

Develop problem and solution content.

If searchers are special, treat them as such!!!

End of session comments…

67% of searchers found a brand they weren’t aware of… (Kevin Ryan)

The term PPC is useless outdated and should be changed – Digital Point of Purchase? (Dana Todd).

Question by me in Chicago: Dana brought up the cheese in PPC and no brand organic terms, to use the Liz Strauss conversational blogging element, there are actually 10 posts on toilet paper on Technorati today, shouldn’t brand managers be engaging this, not only for the SEO benefits, but the innovation road map as well?

(all panel heads nod in agreement) Using the data during the planning process is the next frontier after this issue (which is still in the early days)…

This is certainly an area where the conversation will continue and evolve, it’s a challenging area due to the issues of massive change.

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