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A recent conference hosted by the Internet Advertising Bureau (IAB) saw brand marketers, agencies as well as search engine and mobile specialists get together to talk about brands’ visibility through search engine marketing.
Some key notes were taken from the presentations at the conference, which are available from the IAB website. However, all appeared to agree that effective online marketing can significantly improve a brand’s visibility, especially Fast Moving Consumer Goods (FMCG) brands.
FMCG are fast selling products which cost relatively little to produce. This can be anything from grocery items to toiletries. The point of FMCG’s are that they are sold in large quantities as the mark up on an individual product is relatively small. To this end, brands of FMCG’s noted at the conference how successful online advertising can help with their enhancement within search engines.
So what did the IAB’s conference tell us? Well considering the nature of FMCG, a lot of consumer behaviour was geared around mothers and their online habits. The conference had presentations and case studies on all sorts of products from nappies to preservatives.
For example, Tim Lumb from Microsoft Advertising revealed how the percentage of mums who have wireless internet has risen from 28% in 2088 to 46% today. In addition to this trend, 62% of mums regularly shop online for household goods, and 30% of mums shop online for themselves. Also, of those who are online, 76% of mums have tried social networking with 49% using it regularly.
As statistics go, they’re pretty conclusive in terms of the internet’s popularity, especially amongst mums when shopping for consumer goods and using social media. Considering many searches for consumer goods are performed within search engines, for any FMCG brands, these stats should provide weight to support online marketing, especially if any brand is considering using social media marketing.
It’s not just search engine marketing on traditional formats that were considered to be effective either. Will King from Unanimis revealed that 28% of all web access is performed via a mobile phone. A growing trend amongst the search engine marketing world is the need for mobile marketing since the proliferation of smartphones and tablets [See: Mobile Search: More Users Searching More Frequently].
Whether it’s pharmaceuticals such as toiletries or groceries, the internet is becoming a very popular place to shop for and purchase FMCG’s. For any brands looking to improve their visibility, the massive increase in search volume, especially amongst mothers, should make any brand marketer’s ears stand up. These are exciting times, and if FMCG brands don’t get involved, they could be missing out on a lot of potential traffic and custom.
SEM Chalkboard via BigStock
Samantha Noble is well known within in the search industry, she even won the UK Search Personality 2016 at the UK Search Awards in November. This year, she continues to make an impact on the industry by judging not only one, but three, prestigious industry awards.