Skip to main content

Buyer Influence and Social Media Marketing


According to the latest eMarketer assessment, consumer packaged goods (CPG) companies and social media marketing are not a logical mix. CPG companies tend to focus on attempting to reach a passive "mass audience" of docile consumers -- while social media is more focused on actively engaging independent-thinking people.

"By looking at social media as a way to listen to consumers, respond to their needs and create ongoing dialogue -- instead of as another way to advertise to them -- CPG companies can reinvigorate their marketing and create new bonds with consumers," said Debra Aho Williamson, eMarketer senior analyst.

The CPG industry is turning its attention toward online advertising, but remains firmly committed to traditional media. Spending on social network advertising represents only a small fraction of the total investment going to that channel, according to Nielsen AdRelevance.

Still, the Nielsen figures represent only image-based ad spending, and do not include any other social marketing outlays. Some CPG companies wisely consider social media engagement to be something that's earned, rather than something you buy. They invest in promotional interactions and blogger relations -- rather than CPM-based display advertising.

Measuring the link between social media engagement and sales is made more difficult by the fact that many CPG products, such as cake mix and soda, are not typically purchased online. But, that doesn't mean that online engagement can't influence off-line buyer behavior.

So, why don't more companies attempt to influence purchases with meaningful information and guidance? Clearly, the decisive content that's missing from most marketing communications is substantive "how-to" insight that aids people to select a product from all the other alternatives.

Popular posts from this blog

Climate Change Benefits from The Circular Economy

The COP26 Summit (in Glasgow, Scotland)  brought parties together to accelerate action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change. Meanwhile, the circular economy is a key sustainability strategy adopted by industry leaders in their efforts to achieve progress. While the circular economy is still in its infancy in terms of data and metrics, it's a growing phenomenon where technology sectors -- such as the Internet of Things (IoT) for asset tracking -- are set to grow rapidly within the next five years. Global technology intelligence firm ABI Research forecasts that the world will achieve over 10.5 percent circularity by 2030, as sustainability efforts and incoming legislation start to take effect. Circular Economy Tech Market Development "The circular economy is an often-misunderstood concept that goes much further than waste management and can become a blueprint for cities. It is a movement away from our take-make-waste economy

Business Technology for The Anywhere Workspace

The COVID-19 global pandemic fueled the trend of pushing executives outside of their comfort zone, while government-mandated lockdowns required their knowledge worker employees to work from home. Companies that previously avoided 'Flexible Working' models were forced to embrace the pervasive trend in a matter of weeks, as new remote working policies became a CHRO standard practice. As we enter 2022, more employers will empower their key employees to work wherever they desire and engage with customers whenever and however they prefer. Moreover, the ongoing transformation to an 'Anywhere Workspace' will drive strategic IT spending and advance cloud-based SaaS adoption. Business Technology Market Development Global enterprise IT spending is projected to total $4.5 trillion in 2022, an increase of 5.5 percent over 2021, according to the latest worldwide market study by Gartner. "Enterprises will increasingly build new technologies and software, rather than buy and imp

Guidance for Leading Digital Business Value Creation

In today's environment where business technology is a key enabler of competitive advantage, CEOs need to be sure that someone is confidently leading digital business growth across the organization. The default is the Chief Information Officer (CIO) role. According to the latest worldwide market study by Gartner, in order to accelerate business value creation, CIOs and other IT executives should focus on three key areas -- leading from anywhere, nurturing connections, and reaching beyond. Mbula Schoen, senior research director at Gartner , said that as organizations continue to emerge from the disruption of the COVID-19 pandemic, CIOs and IT executives will need to generate value in fundamentally new ways. Business Technology Market Development Gartner forecasts that by the end of 2022, the share of knowledge workers working remotely will increase to 47 percent -- that's up from 27 percent in 2019. However, simply moving from onsite to remote is not the destination but merely a