Monday, February 8, 2016

Can beacons help FMCG brands drive sales

For long, CPG (consumer packaged goods) brands have been considered to be laggard at digital advertising in comparison to other product categories such as retail, financial services etc., However, of recent the consumer goods digital ad spending, including spending on mobile, outpaces that of the travel, consumer electronics and healthcare categories, reported eMarketer.
In fact, according to eMarketer’s report, “The U.S. CPG and Consumer Products Industry 2014: Digital Ad Spending Forecast and Trends,” digital spending of CPG brands is predicted to increase to $7 billion by 2018.
No doubt, CPG brands definitely stand to gain quite a bit from investing in digital. In fact in February 2014, Mark Clouse, the Chief Growth Officer of Mondelez International, the parent company to consumer brands like Oreo and Trident, said that compared to other channels, Mondelez, gets twice the ROI from digital marketing alone. Thus, with digital media playing such a crucial role in the success of these brands, it’s now high time that brands shift their focus from increasing brand awareness and recall to driving sales – both online and offline.
This is where beacons can come in handy. While retailers were among the early adopters of beacons, of recent, consumer packaged goods brands have started to leverage beacons in their efforts to engage with consumers when they are inside a retail location.
In this post we will discuss in detail how beacons can help CPG brands drive sales as well as engagement by connecting the online and offline worlds, along with a few successful beacon campaigns.
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