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CPG Brands Find It Hard To Connect With Online Consumers

October 24, 2013: 12:00 AM EST
Consumer packaged goods brands are having more difficulty than other market segments do as far as connecting with online consumers is concerned over the past two years, according to a 2013 study by social media software vendor Livefyre. Citing the case of Anheuser-Busch’s beer brand Michelob Ultra, which suffered a net traffic loss of 94 percent, Livefyre said the study showed cosmetics companies, such as L’Oréal and Estée Lauder, have also lost online traffic in 2012 and 2013. In contrast, Gillette Venus and Burt’s Bees brands showed gains in online traffic during the period covered by the study.
Gavin O'Malley, "CPG Brands Struggle To Engage Online Audiences", Media Post, October 24, 2013, © MediaPost Communications
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