Recently we’ve been looking more and more at the online performance of brands, which is increasingly key to success in a multichannel world.
Historically, many FMCG brands have not considered their products as being relevant for the internet, and certainly not in terms of e-commerce. It is understandable. Nobody really visits Google to find a place to buy a Coke.
Nevertheless, the brand owners spend countless millions, and in some cases billions, on multichannel advertising campaigns. Partly because they have to, and partly because they can.
But here’s the truth of the matter: many ad campaigns aren’t delivering what they should be because budgets aren’t being invested into digital channels to encourage (and capture) engagement.
All too often the internet (and mobile) is a last-minute thought, when it should be built into a campaign at the outset. More than that, it should now be hardwired into marketing strategies by default.