It’s more likely that consumers interact with CPG manufactures via visits to brand Web sites than of fandom or followerdom via Facebook or Twitter, a 3-country survey by Ipsos Marketing, Consumer Goods, released last week.
When the purpose is to “obtain information about the brand,” 74 percent said they go to the brand’s Web site, 34 percent to its Facebook page and 28 percent to its Twitter page. The numbers were nearly identical when it comes to getting coupons or promotional offers.
But it’s quite different when consumers want to “share opinions/experiences” regarding a CPG brand. When this is their purpose, 57 percent use the brand’s Facebook page, 50 percent its Web site and 38 percent its Twitter page.
Likewise, when they want to “connect with other customers,” 54 percent use the Facebook page, 48 percent the brand Web site and 35 percent the Twitter page.