CPG brands should heed both online, offline social channels

Social media may get all the buzz, but for consumer packaged goods, the everyday, more traditional word-of-mouth marketing may be equally — if not more — important.

A new analysis from Engagement Labs finds many consumer packaged goods brands perform much better in offline, face-to-face conversations than they do in online social channels. Both components are important to be successful, says Engagement Labs CEO Ed Keller.

“We liken it to an iceberg,” Keller tells Marketing Daily. “Social media is the tip, but beneath the surface is something bigger, and it’s a different shape.”

Using the company's “TotalSocial” data, which measures brand performance with respect to social media and word-of-mouth conversations, Engagement Labs found Colgate, Bounty and Crest had the top scores, although many in the category had above-average offline scores (suggesting many face-to-face conversations) but lower than average online scores, presenting an opportunity for better engagement via social media channels.

Read the full MediaPost article, here.

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