Link to source
Saturday, July 30, 2011
Link to source
Read more in the CMO Council report on State of Marketing 2011.
Friday, July 29, 2011
The beauty of the QR codes is that they can help marketers transition smoothly into a robust mobile strategy. As a lot of moms now have smartphones, developing a credible mobile strategy is a must for most consumer brands. Moms, in fact, are leading the way in smartphone adoption!
The survey found 95 percent of smartphone users have looked for local information, with 88 percent of these users acting on information within one day, most often contacting or visiting a business.
This is consistent with other survey results, and it really brings home how intent-driven users are when they search on a phone. They are often looking for something specific, and they’re ready to move quickly. That’s a huge opportunity for merchants and brands to get in front of users who are on the cusp of making a purchase decision.
A study of more than 6,000 consumers for the companies by ComScore found that brands generated an average 160% increase in unaided awareness by being present in standard sponsored-text search results compared with when consumers weren't exposed to their search ads.
It also found that consumers were 20% more likely to have positive perceptions of brands in the top paid-search position than those in second or third positions and 30% more likely to consider purchasing a product when the brand was at the top of paid-search results.
Read more on this research;
“Brands should also consider today’s path-to-purchase, which includes a mix of online and offline,” he comments. “Research into the ROPO effect - research online, purchase offline - will help brands understand online’s ability to drive offline sales. Attribution, econometric and media-mix modelling can also create snapshots representing the distribution of influence between online and offline.”
Read more of this Marketing Week article;
Thursday, July 28, 2011
In the current deal Unilever is offering 15$ worth of icecream products at 9$ upfront - which would be inclusive of the Groupon margin, which means a 40% straight off for consumers + x% for Groupon. The General Mills deal was 50% discount for consumers + y% for Groupon.
Our PoV is that these discounts are not sustainable for CPG / FMCG brands and these might be early tests to explore the market. Deep discount strategies should work well for services, however there is a question mark on their validity for CPG brands.
AaramShop's view is that its "brand administered and channel delivered" Value@Home Vouchers or similar programs could be a ideal option for CPG / FMCG brands.
Read more about this deal here;
Also read this rather damning analysis on Groupon by Rocky Agrawal - we would also recommend that you read the comments as well for a counter assessment.
- Groupon IPO: The Financial Magic Under the Gun (blogs.wsj.com)
- Small business owners 'fed up' with Groupon and its clones (digitaltrends.com)
Wednesday, July 27, 2011
AaramShop is addressing this challenge by enabling the brands and their marketing agencies directly control the brand, it's images, it's offers and promotions on AaramShop via the Brand Engagement Center. The BEC also gives the brand managers access to value insights on their brands' performance on the hybrid retail platform.
In many ways, the participating brands are following example of Groupon, a popular site based on the idea of group buying. It allows consumers to cash in on local deals, but only if they get a certain amount of friends to join. The more users join, the better the offer.
On the upside, marketers are smart to embrace social media to engage with consumers. At the very least, this is a captive audience.
Read more of this on Adweek.
This is a monthly initiative from various FMCG / CPG brands reaching directly into consumers’ homes, through the AaramShop platform. The program promises to deliver a win-win transaction to the 3 key stakeholders of the platform – the FMCG / CPG Brands, the Neighborhood Retail Stores (AaramShops, as we call them) and the Consumers.
So whether a brand is looking at;
1. launching a new product/variant/brand or
2. doing a direct to home initiative that will enhance trials or
3. looking at driving more stickiness to your brand; Value@Home Vouchers can just be a perfect medium the brand can ride on. Plus, from a brand’s perspective, Value@Home Vouchers promises a stronger foothold in a homemakers’ consideration of monthly grocery and daily essentials purchasing basket, in an exclusive manner.
For more information on the Value@Home Vouchers and the opportunity it presents, please contact us.
Brand page fans on Facebook also feel comfortable recommending the brand to friends, with 49 percent of the respondents saying they would "certainly" do so and 43 percent saying they "probably" would. Collectively, that's a whopping 92 percent who qualify as brand advocates -- a figure that staggered survey leader Catherine Lautier.
The survey found that ads are the primary driver to brand pages, followed by invitations from friends and Web searches (see graphic). And once there, fans expect more than downloadable coupons. Rather, they want to feel more like a VIP who can access exclusive content, information about new products and yes, promotional offers, before the general public can, DDB discovered.
Download the survey report here "Facebook and Brands" survey
Tuesday, July 26, 2011
That's borne out in the responses when the survey asked people why they go to various kinds of online brand venues. When the purpose is to "obtain information about the brand," 74 percent said they go to the brand's Web site, 34 percent to its Facebook page and 28 percent to its Twitter page. The numbers were nearly identical when it comes to getting coupons or promotional offers.
But it's quite different when consumer want to "share opinions/experiences" regarding a CPG brand. When this is their purpose, 57 percent use the brand's Facebook page, 50 percent its Web site and 38 percent its Twitter page.
Likewise, when they want to "connect with other customers," 54 percent use the Facebook page, 48 percent the brand Web site and 35 percent the Twitter page.
For CPG brands to win with a mobile strategy, do the following;
Make consumers an offer
First, provide something useful or solve a problem that a customer has. Try couponing on mobile exclusively – and be sure you’re dovetailing with retailers to close the loop.
Mobile users are searching for information locally. Let your consumer know how close they are to your product - or how close the product is to them.
Just test it!
Run a few mobile-focused campaigns to experiment with mobile advertising.
Think of an experience for consumers that is unique to mobile.
Read more on CPG brands experience with mobile marketing.
Integration (consistency) - What Consumers Want
- 85% want an integrated shopping experience
- 72% want an integrated marketing approach
Integration (consistency) - What Consumers Currently Get
- 50% get an integrated shopping experience
- 39% get an integrated marketing approach
Those in marketing retail and retailers alike, the people are speaking loud and clear. They want to see and experience the same thing be it on your site, your store, your mobile site and they want to see and experience the same message across all marketing collateral - AKA they want a branded experience across ALL channels!
Read more of this insightful analysis by Steve Olenski here;
Monday, July 25, 2011
It's well known that consumers research expensive products like electronics online, but coming out of the recession, consumers are more scrupulous about researching their everyday products such as diapers and detergent, too. More than a fifth of them also research food and beverages, nearly a third research pet products and 39% research baby products, even though they ultimately tend to buy those products in stores, according to WSL Strategic Retail, a consulting firm.
- 41 percent of online shoppers say they always or often consult consumer reviews before making a purchase decision and 70 percent cite them as extremely or very important factors in their decision-making process.
- More than 25 percent of the search results on Google for the world’s 20 largest brands are consumer generated content (Nielsen Buzz Metrics).
- The number of retail channels has more than doubled in just 50 years and online retail sales are growing 5x faster than offline.
- The web is projected to influence 50 percent of offline sales by 2012, up from 38 percent in 2007.
- actual products brought by consumers,
- the product overall rating on the platform.
Lisa Mann, VP of Consumer Experience, Kraft Foods
Sunday, July 24, 2011
Out of a total retail size of $600 billion in India, 96 per cent constitutes the unorganized/self-employed segment. According to Kumar, in the next 15 years, the unorganized retail sector is likely to be 85 per cent of the total pie. However, as the total size of the market would increase, the unorganized segment will still be worth around $500 billion. “So, it will be a misplaced argument to talk about decline of the unorganized retail sector,” according to Kumar.
Or engage with AaramShop to ensure that your FMCG brand is integrated well into Facebook.
View the AaramShop's Facebook Commerce Site.
Saturday, July 23, 2011
- Multiple product & brand images; As part of the listing process the brand can have as many as 4 product images per brand. At least two of the images should be pack shots, while the others can be brand campaign images. All SKUs of the specific product along with their MRP are listed on the product page.
- Comprehensive product value description; A 280 character write-up about the product is allowed for every listed product.
- Highlighting and listing of all “promotions” and “offers”; In case the brand is running an on-ground offer or promotion it can extend the same on AaramShop and it gets featured on its product page for the consumers to see as a “on-promotion” icon & an additional offer write-up. The promotion can be enabled to be time sensitive, if required.
- Ratings and feedback; The consumers are encouraged to share their views and ratings of the product. While the feedback of the specific product is visible as is, the rating of the product is basis AaramShop’s proprietary algorithm that is sensitive to number of purchases and time duration as well. The product ranking enables featuring of the product in the “hot selling section”.
- Social Media integration; The product page is fully integrated into the consumer’s social networks (currently limited to Facebook), with the objective of increasing the social buzz about the brand within the friends and networks of the consumer.
Friday, July 22, 2011
Thursday, July 21, 2011
The study concludes that, "consumers do not want to recreate entirely new and separate social networks for mobile, but rather want to tap into their existing social network and have it go with them via the mobile phone." This would seem intuitively obvious--why would consumers want to create duplicate lists of friends, manage duplicate profiles, and update multiple social sites based on whether they are sitting at a PC or using their mobile device?
Read more here:
- The Social Media Opportunity for CPGs
- The Mobile Moment of Truth - Why Mobile is Getting More Important to CPG Industry
- How CPG and Retail Companies Can Collaborate for the Best Promotions
- Mobile Insights: CPG companies are learning: consumers love mobile for immediacy, fun and finding great deals
- CPG Mobile Couponing
GSK will also present this data to its retail partners in order to advise them how to market, display and promote its products better.
This is very interesting move and the insights that GSK is looking forward to are on lines on what AaramShop aims at presenting to the various brands. The shoppers path of purchase is what we believe brands would gain immense insights from - especially aspects like what the the products brought prior, with and post the purchase. This will have an impact on how the brand engages with the shopper not just on platforms like AaramShop, but also in last mile of retail.
What is particularly going to be exciting is to view the insights along with shopper demographics. Look forward to more info from the GSK experiment.
There has been a lot of bottom up change happening throughout marketing. One huge change that’s been felt at the lower levels and with only a few exceptions has permeated the C suite and that’s of skill-sets. Social media capabilities have been relegated to interns, contract labor and agencies. Very few CMO’s have had to get their hands dirty yet. But that’s starting to change.
- The old “CPG academy” model is evolving to a “hybrid marketer.”
- The emphasis is shifting toward customer insight and relationship building.
- The CMO’s ability to drive measurable demand generation is critical and now more complex than ever.
- Demand for hands-on/operational marketers who have the ability to move at a rapid pace & stay in front of the customers is rising.
- The CMO must be seen as an authentic advocate for customers and, conversely, as a listening ear to customers who are advocates.
And my favorite point exceeds the 140 character tweet-limit but it’s the key IMO:
Digital-to-consumer continues to grow in importance across all customer demographics, so understanding how to forge both one-on-one and broader community ties with core consumers via digital media is critical.
Read more here