iab fmcg conference deck
TRANSCRIPT
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Michael Pearmain ¦ UK Insights Manager
Using digital media to not only reach customers, but to engage them
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Traditional FMCG Marketing
Branding
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Traditional FMCG Marketing
Point of Sale
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Why should FMCG care?
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Why should FMCG care?
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What does online do best?
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What does online do best?
» Ability to measure
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What does online do best?
Ability to measure
» Ability to understand the audience
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Ability to measureAbility to understand the audience
» Ability to engage in conversation
What does online do best?
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How can we get the best of these?
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What does online do best?
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What does online do best?
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Case study
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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?
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Insights in action: FMCGWhat the advertiser’s site actually revealed about the target audience:
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Insights in action: What are they buying?
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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