Posts tagged with Fmcg

10 brilliant examples of content marketing from beauty brands

New data suggests that the UK health and beauty industry is now worth £4bn, with sales of cosmetics increasing £55m in the past 12 months alone.

In the US, the demand for beauty is (naturally) even bigger, with the sector expected to rise from $80bn to a whopping $90bn by 2020.

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budweiser

Brand as publisher: Is Anheuser-Busch InBev's investment in beer magazines savvy or risky?

Brands are increasingly getting into the storytelling business, and that means that content has arguably never been more important to them.

While this has fuelled the rise of spend in content marketing, some brands are taking their content investments a step further by investing in content-focused websites that serve their markets.

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FMCG brands, if you didn’t have an Amazon strategy before, you need one now

Amazon’s culture lends itself to innovation, but its rapid development and deployment of the Amazon Echo is in a league of its own.

Opening with the original Amazon Echo in June 2015, the Seattle-based company released the Echo Dot in September 2016, the Echo Look just two weeks ago, and this week the newest member of the family; the Echo Show.

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Want to do content marketing in FMCG? Here's four things you need to know

I’ve heard it all before....“My product is bought seasonally.” “It’s an impulse decision.” “Reach is the most important metric.”

These are the cries of CPG (Consumer Packaged Goods) companies. Whilst there is an element of truth, it doesn’t mean that these brands can simply ignore digital.

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blippar

Why the phrase 'augmented reality' should be retired

I’m going to nail my colours to the mast. I think augmented reality (AR) technology is already big and can be massive.

The only thing is, I don’t think its best use is in augmenting reality, per se.

Where AR apps have a big future is the creation of a ‘physical world domain’. That’s a phrase used by Ambarish Mitra, CEO of Blippar. It essentially means using objects as the physical keys to information or rewards online.

Blippar signed up with Pepsi and Coca Cola recently and this feels like a game changer. With QR codes failing to be implemented properly in many cases (with bad placement, instructions, URLs, or landing pages), the company could be well-placed to own the discovery and reward space.

FMCG (fast moving consumer goods) feels like a proving ground for this technology (and all reports of the number of scans are good, so far), with immense numbers of units providing marketing real estate to rival any other ‘channel’.

So why might it be so powerful as a tag or key, but not as augmenter?

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Five lessons in corporate brand building from the big boys

There’s been some talk in the last weeks about FMCG companies investing in and building their corporate brands. 

Research by media monitoring company Precise, published in March 2013 says that consumers are more likely to view FMCG companies favourably if they develop a recognisable corporate brand.

Now comes the news that Johnson & Johnson have unveiled a new corporate slogan, prompting Mark Ritson to write in Marketing Week last week in less than complimentary terms about various attempts at corporate brand building.

What all this proves is that the audience for corporate brands has extended beyond the traditional confines of city, press and internal staff to include consumers, and the principles of brand management are being applied.

In fact, both Reckitt Benckiser and Unilever place so much importance on their corporate brands that they use digital asset management systems to manage them.

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Amazon targeting FMCGs to boost ad revenues

Amazon is looking to boost its ad revenues by attracting FMCG brands as advertisers across both its website and mobile offerings.

Reuters reports that at ad:tech San Francisco Amazon’s VP of global advertising Lisa Utzschneider said that boosting ad sales to FMCGs was a “huge opportunity” for the company.

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The Skittles user experience

What should FMCG brands do with their websites?

The last 12 months has seen a sea change in the user experience strategy of many grocery brands, placing social media, and particularly Facebook, at the heart of their digital play.

At first look this seems sensible, Facebook offers an opportunity for richer forms of interaction than either digital advertising or a brand’s own website have historically delivered. And the platform is free to use. And it yields lots of new data points that weren’t available before.

But in the long term Facebook can’t be where brands ‘live’ online, and making Facebook the centre of gravity for FMCG brands opens up a number of risks for brand owners. We need to put our thinking caps on and consider a new future for brand websites in the marketing mix.

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The lines are blurring between manufacturer and retailer

Check out this incredible graph below. Don’t worry, I can’t read it either, but what’s important is what the underlying data tells us.

RichRelevance data guru Josh Lemaitre pulled this information together and was kind enough to explain the results. The graph represents two category-leading nappy brands and their respective browsing patterns over a month on a large multichannel retailer.

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