IAB FMCG Conference Deck

1,086 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

IAB FMCG Conference Deck

  1. 1. Michael Pearmain ¦ UK Insights Manager Using digital media to not only reach customers, but to engage them
  2. 2. Traditional FMCG Marketing Branding
  3. 4. Traditional FMCG Marketing Point of Sale
  4. 5. Why should FMCG care?
  5. 6. Why should FMCG care?
  6. 7. What does online do best?
  7. 8. What does online do best? » Ability to measure
  8. 9. What does online do best? Ability to measure » Ability to understand the audience
  9. 10. What does online do best? Ability to measure Ability to understand the audience » Ability to engage in conversation
  10. 11. How can we get the best of these?
  11. 12. What does online do best?
  12. 13. What does online do best?
  13. 14. Case study
  14. 15. An FMCG Case Study <ul><li>Strategic Question: </li></ul><ul><li>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? </li></ul>
  15. 16. Insights in action: FMCG <ul><li>What the advertiser’s site actually revealed about the target audience: </li></ul>
  16. 17. Insights in action: What are they buying?
  17. 18. <ul><li>Consider the engagement phase </li></ul><ul><ul><li>Create an encouraging and measurable experience to align with traditional branding. </li></ul></ul><ul><li>Understand the audience </li></ul><ul><ul><li>The customer isn’t always who you think, and neither is the competitor. </li></ul></ul>Summary
  18. 19. Michael Pearmain UK Insights Manager E: michael.pearmain@tribalfusion-corp.com Thank you

×