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 inc...
TMT Market Research and Analysis