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

Michael PearmainUK Insights Manager

E: michael.pearmain@tribalfusion-corp.com

Thank you