Brandweek‘s (June 2, 2010) article “Why Do Consumers Visit CPG Web Sites?” provides a brief summary of a recent Ipsos survey “Engaging CPG Consumers in the Digital Space.” Consumer package goods companies have been investing in websites, Facebook pages, and Twitter. This data will tell them which of these sites customers will visit for various reasons. I was also surprised to see how many consumers actually figured it was likely they would visit a CPG site. This ties consumer behavior and promotion objectives with social media. You might highlight the survey results in class and ask students what type of information they might put on a website, Facebook page, or Twitter for Coca Cola or Tide detergent. They should see that each will require different information to best meet customer needs.
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