2017个人护理品行业（英文版）_16页_7mb

Summary of the Personal Care Digital IQ Report

Core Content

This report provides an in-depth analysis of the digital performance of Personal Care brands in the US, focusing on their online presence, marketing strategies, and consumer engagement across various digital channels. It highlights the growing importance of digital advertising, the challenges faced by brands in maintaining social media engagement, and the evolving role of mobile in the digital landscape.

Main Points

Digital Advertising Spend

• Traditional Advertising: Large enterprises like Procter & Gamble continue to heavily invest in TV advertising, accounting for 28% of all Personal Care Index brand spend between April 2016 and March 2017.
• Digital Growth: In 2017, digital advertising budgets among Personal Care brands grew by 52%, surpassing TV spend. Total digital ad spend reached $73 billion, compared to $83 billion on TV.
• Ad Blockers: A projected one in three internet users will use desktop ad blockers in 2017, posing a challenge for digital marketers.
• P&G's Pressure: Procter & Gamble is pushing for better performance from digital media partners due to viewability concerns.

Digital Competence and Shareholder Value

• Digital IQ Index: The report introduces a Digital IQ Index to measure the digital competence of 108 Personal Care brands.
• Competitive Differentiation: Brands with high Digital IQ scores demonstrate strong digital strategies that contribute to shareholder value.
• Genius Brands: Brands like Dove, Pampers, Gillette, and Huggies are leaders in digital strategy, generating millions of impressions and offering robust product discovery features.

Social Media Performance

• Decline in Engagement: Personal Care brand interactions on Facebook, Instagram, and Twitter dropped by 48% since Q1 2016.
• Platform Adoption: 98% of brands are on Facebook, 95% on YouTube, 90% on Twitter, and 77% on Instagram.
• Algorithm Changes: Facebook and Instagram have shifted to pay-to-play models, reducing organic reach for brands. Brands should leverage remaining organic opportunities.

Mobile Optimization

• Mobile Features: Brands are increasingly adopting mobile-specific features such as swipe support, mobile-optimized video content, and store locators.
• Store Locator Growth: Mobile store locators increased from 37% to 61% of mobile sites.
• Price Visibility: Only 35% of mobile sites list prices, suggesting a gap in mobile commerce readiness.

Key Digital Features

• Site Features:
  • Keyword Search: 85% of sites have keyword search.
  • User Reviews: 93% of sites have user reviews.
  • Guided Selling Tools: Brands are investing in guided selling, with a 12 percentage point increase in on-site video content.
• E-commerce Integration: Brands are using plug-ins like PriceSpider to enable e-commerce handoffs and improve visibility on major retailers.
• Diagnostic Tools: Brands like Axe, CeraVe, and Eucerin are investing in quizzes and product selectors to help users find products based on their needs.

Branded vs. Unbranded Search

• Search Trends: Most search volume for Personal Care products comes from unbranded terms (e.g., "light moisturizer"), rather than branded terms (e.g., "Nivea cream").
• OTC Category: Branded terms account for 69% of search volume in the OTC category, significantly higher than the rest of the Personal Care Index.
• Optimization Strategy: Brands should focus on unbranded search optimization to intercept shoppers before brand bias develops.

Brand Rankings by Digital IQ

Challenges and Opportunities

• Legacy Brands: Despite challenges, large legacy brands continue to benefit from their size and resources.
• Disruptors: Nimble brands like Evolution of Smooth (eos) are outperforming larger competitors in social media interactions.
• Future Outlook: As digital platforms evolve, brands must adapt their strategies to maintain relevance and engagement.

Conclusion

The Personal Care industry is undergoing significant transformation with the rise of digital channels. While traditional advertising remains dominant, the shift toward digital is undeniable. Brands must invest in robust digital strategies, including mobile optimization, e-commerce integration, and unbranded search optimization, to stay competitive and enhance shareholder value.