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Michael Pearmain ¦ UK Insights Manager Using digital media to not only reach customers, but to engage them
| Date post: | 17-May-2015 |
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Business |
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Michael Pearmain ¦ UK Insights Manager
Using digital media to not only reach customers, but to engage them
Traditional FMCG Marketing
Branding
Traditional FMCG Marketing
Point of Sale
Why should FMCG care?
Why should FMCG care?
What does online do best?
What does online do best?
» Ability to measure
What does online do best?
Ability to measure
» Ability to understand the audience
Ability to measureAbility to understand the audience
» Ability to engage in conversation
What does online do best?
How can we get the best of these?
What does online do best?
What does online do best?
Case study
An FMCG Case StudyStrategic Question:Point of sale information, points to housewives. Can digital media tell us something we didn’t know about the customers, even though there is no online consideration phase to the purchase?
Insights in action: FMCGWhat the advertiser’s site actually revealed about the target audience:
Insights in action: What are they buying?
Consider the engagement phaseCreate an encouraging and measurable experience to align with traditional branding.
Understand the audienceThe customer isn’t always who you think, and neither is the competitor.
Summary
