What the FMCG marketers seem to be finally waking up to are a couple of salient points:
- Digital doesn’t have to be an “either/or” proposition. Traditional and new media can work to their individual strengths and generate a better result accordingly.
- Many of their target consumers have completely different media consumption patterns and can’t be reached through traditional media alone. When you consider that the fastest growing segment on Facebook is women aged 55+, it is apparent that digital isn’t only the remit of youth.
- Whilst digital may not have the reach, it certainly can provide a depth of engagement that a 30 second TVC flying past as you walk out of the room during an ad break can’t hope to achieve.
- And as the sophistication of mobile devices improves (especially bandwidth and geo-location), there is an opportunity to deliver compelling brand messaging where it matters most, the last three feet, where consumers are making the purchase decisions.
Read more of this insightful article here;