Companies across all industries must explore internet marketing to the fullest to remain profitable and competitive. Consumer-packaged goods (CPG), which often sell exclusively through various brick-and-mortar outlets, must extend their reach to the web. Americans have already noted that they’d be willing to invest in groceries and other CPGs online if they had the option to purchase via an etailer site. Oreo, for example, has explored the boundaries of web marketing with recent mobile, social and web campaigns.
An eMarketer report, “CPG’s Digital Conundrum: Turning Digital Shoppers into Digital Buyers,” found that, while people turn to the web to research these products, they don’t actually buy them on the ‘net. However, an October 2012 study from Nielsen discovered that online CPG sales will increase by 25 percent year-over-year between 2012 and 2015. People might not click the “Add to cart” button now, but they will down the line.
That’s not to say CPG brands haven’t tried to entice shoppers to connect with them via social media networks and read various blog content published to their websites. Similar to every business in the U.S., CPG companies understand that content marketing and social media marketing campaigns can drive meaningful traffic to their websites and, at the very least, boost brand recognition when it comes time to buy in store. For example, Oreo cookies has hit the web running, developing a unique mobile app that encourages customer engagement while on the go and at home.
The company didn’t stop at its unique mobile application – Oreo outdoes itself on YouTube, too. By creating memorable and laughable commercials for consumers of all ages to enjoy, Oreo sets the bar for social media content creation and sparks web chatter across the ‘net. The company’s Instagram account showcases user-generated content, featuring machines to untwist the cookies effortlessly and sculptures of various objects made entirely out of Milk’s Favorite Cookie.
While Oreo does not have an ecommerce section on its website, the company’s social media marketing efforts show its willing to embrace new media to the fullest. The social media contests and witty social media content published to its various Pages keep customers interested and, with the brand’s social buzz traveling across the web, people who may not consider themselves avid Oreo fans might return to the aisle for some sweet relief.