*Traditional Media Vs. Digital Media *

Although we consider ourselves on board and moving with the digital age, there are some areas that are taking longer to evolve. One such area is the transition of traditional media metrics online. Most marketers realize the need to integrate online, but struggle with the actual process.

In many cases, traditional media forms such as television are the easiest option for marketers and advertisers, even if it’s not the best choice. Some may argue that the proper measurement tools are not available, but Erin Hunter of comScore says they do exist. comScore even has a media planning suite for marketers and advertisers that goes beyond traditional measures.

One significant problem with choosing that “easy” form of media is the consumers that could be missed. Many consumers are now fully reliant on the Web. If marketers and advertisers aren’t taking this into consideration, a large part of their demographic is probably being neglected.

What challenges have you encountered in your online efforts? Have you discovered that you were missing out on consumers before you integrated online?

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Profitable Opportunities for CPG Marketers

Although search is more “mainstream” than it has ever been, consumer-packaged-goods marketers aren’t fully taking advantage of their excessive opportunities. Clicks used to be about branded search and paid search, but recent ComScore research shows a tremendous growth in organic search thus emphasizing organic as the best strategy for CPG marketers.

As search engines become more sophisticated, so do the searchers. In the above video from SES Chicago, Eli Goodman, Search Evangelist for ComScore, says 73 percent of searchers are now becoming more specific with their search queries and are looking for information and help. Although these observations strengthen a paid strategy, ComScore is seeing a shift in traffic to social media enhancers such as Yahoo! Answers, Google Blogger, and About.com.

To make the search experience more sophisticated for the user, the CPG sites need to cater to those early on in the purchase process instead of only focusing on product details and where to buy. Users want and need the opportunity to ask questions and have those questions answered.

If searchers have a positive user experience, then they will become repeat customers. Another perk with a producing a positive user experience is getting effective word-of-mouth promotion in return.

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