{"id":849,"date":"2008-12-10T12:46:47","date_gmt":"2008-12-10T17:46:47","guid":{"rendered":"http:\/\/www.daviddalka.com\/createvalue\/?p=849"},"modified":"2016-03-21T11:58:16","modified_gmt":"2016-03-21T16:58:16","slug":"search-engine-strategies-chicago-2008-search-engine-marketing-and-consumer-packaged-goods","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2008\/12\/10\/search-engine-strategies-chicago-2008-search-engine-marketing-and-consumer-packaged-goods\/","title":{"rendered":"Search Engine Strategies Chicago 2008: Search Engine Marketing and Consumer Packaged Goods"},"content":{"rendered":"

Moderator:
\nMark Jackson, Search Engine Watch Expert & President\/CEO, VIZION Interactive
\nInternet Marketing Speakers<\/a>:
\nBrian Lipman, Interactive Marketing, ConAgra Foods
\nRandy Peterson, Search Marketing Innovation Manager, Procter and Gamble
\nBeth Uyenco, Global Research Director, Microsoft’s Advertiser and Publisher Solutions Group
\nEli Goodman, Search Evangelist, comScore, Inc<\/p>\n

Matt Wilburn, Senior Director, CPG, Matt WIlburn and Beth Uyenco went over example of how CPG companies are starting to use search. I missed Eli’s position of the session and Brian Lipman discussed the Hunt’s response to the tomato scare earilier this year and talked about the importance of cycle time. Randy Peterson’s talk was very similar to the 2007 Consumer Package Goods session<\/a>.<\/p>\n

Matt Wilburn, Yahoo!<\/p>\n

Search Marketing for CPG Brands – Search provides scale and relevance for CPG brands percomScore study.<\/p>\n

Is there brand equity in search results? Yes! Brand awareness rises 160% for items in search results<\/p>\n

2009 need \u2013 greater accountability! 98% said a lack of standardization in reporting of internet statistics<\/strong><\/p>\n

Metrics that Matter \u2013 If you can\u2019t tie odd knots, tie a lot of them\u2026<\/p>\n

Accountability will drive adoption of search\u2026digital shows better ROI than broadcast<\/p>\n

Beth Uyenco, Microsoft:<\/p>\n

How search fits into the digital lifestyle of CPG\u2019s primary shoppers<\/p>\n

Moms are experienced and tenacious \u201cSearchers\u201d<\/p>\n

86% feel that search engines are the best way to find information \u2013 compare prices, find retail locations, gather production information, product reviews, find sales, coupons and incentives<\/strong><\/p>\n

Women prowl for \u2018good deals\u2019 \u2013 how can we get them smart before the cart?<\/p>\n

While the Internet has changed the shopping game, but its just trickling down to CPG\u2026<\/p>\n

Price leveler, ratings\/reviews, trusted sources<\/p>\n

Toilet paper surprisingly is researched at a high level<\/p>\n

Randy Peterson, P & G<\/p>\n

Presented 10 myths<\/p>\n

70% of CPG searchers believe you are not a leading brand if you are not on page one of the search engine results page for the product type<\/strong><\/p>\n

Position matters and evidence is increasing that this increases brand recall<\/p>\n

Reduce prices through improved quality scores.<\/p>\n

Competitor isn\u2019t there, why do I need to be?<\/p>\n

Lipman
\nRapid Response SEM Process: Identify the issue, Understand the issue, Respond<\/p>\n","protected":false},"excerpt":{"rendered":"

Moderator: Mark Jackson, Search Engine Watch Expert & President\/CEO, VIZION Interactive Internet Marketing Speakers: Brian Lipman, Interactive Marketing, ConAgra Foods Randy Peterson, Search Marketing Innovation Manager, Procter and Gamble Beth Uyenco, Global Research Director, Microsoft’s Advertiser and Publisher Solutions Group Eli Goodman, Search Evangelist, comScore, Inc Matt Wilburn, Senior Director, CPG, Matt WIlburn and Beth […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-849","post","type-post","status-publish","format-standard","hentry","category-general"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t