Consumers who use online search to look up packaged goods are more engaged with the products they find, and ultimately spend more, according to a new study.
In fact, across four categories — food; personal care; baby items; and household products — consumers that access sites as a result of search queries spent approximately 20% more than non-searchers, according to the Search Engine Marketing Professional Organization (SEMPO)’s research.
“While search marketing has long been recognized as an effective direct response vehicle, it’s been largely overlooked by CPG companies who focus on brand advertising and promotional efforts to drive in-store purchasing,” said SEMPO chairman Gord Hotchkiss, in a statement.
During a three month study which ended in April, 44 million consumers used search to access food sites, as did 15.7 million baby product shoppers, 9.8 personal care items browsers, and 1.7 household products searchers. Nearly two-thirds were seeking help with their purchase decision, and 47% were actively looking for promotions.
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