Using Online Marketing to Empower Consumers

FastForward is a joint venture between Google and the University of Pennsylvania’s Wharton School of Business (consistently ranked as one of the world’s top institutions for business education). Their YouTube channel features more than 100 videos from industry and academic thought leaders, offering insights and perspectives on how the marketing world has changed—and the implications of those changes for both marketers and consumers.

Here at RGI we believe these insights are excellent starting points for discussions about the current state of CPG marketing—and its future.

Let’s begin with a series of videos addressing online marketing. Several common themes emerge. Online marketing is a means of empowering consumers. As we all know, modern life is, more often than not, very hectic. Marketers must reach consumers in ways that are convenient for them. You have to reach them where they are. Consumers want options.

The first step is finding a way that makes it easy for them to find you. The next step is delivering what they want (choices, convenience, information and/or value). And it all should be done in a “non-interruptive” way, one that isn’t intrusive or demanding. This, of course, is easier said than done! However, those who can do it successfully will establish a new sort of connection or relationship with those consumers. And that remains the goal, even in the brave new world of online marketing—drive more sales, attract new customers and keep them. The more things change . . .

Here are some of the videos we found most interesting and think you will too:


How do online efforts fit into your overall marketing strategy?



What is the role of e-commerce in the next five years for CPG?


What are some trends in moms’ behavior that will increase in the next 5 years?

Our Favorite Commercials

The Monday morning after the Super Bowl is ripe for office water cooler chat about the game, and the commercials. And the RGI office is no exception. And as marketers our attention was turned more towards the commercials, the good and the bad.

Advertisers who paid the estimated 2.6 million for a 30-second spot had the attention of the largest viewing crowd for a television program ever. According to The Nielsen Co. an estimated 106.5 million people watched the Super Bowl, making it the most watched program ever. That’s a lot of people to impress your brand upon.

Overall many RGIers felt the commercials weren’t all that impressive. And even felt a few were pointless, but there were some shining spots and for those we are thankful.

Here’s who impressed a sampling of RGIers:

- With all the controversy surrounding late night TV I found the Dave Letterman with Oprah & Leno spot timely and funny. The only thing better would have been if Conan were included.

- I’d go with the Betty White and Abe Vigoda Snickers spot. When an old lady gets taken out, how can you not vote for that!

- I look forward to the Budweiser with the Clydesdales commercial every year, and this year was not disappointed.

- My favorite was the eTrade commercial at the end where they are on the plane and he is making fun of the other kids dancing. Instant classic!

And the three commercials with the most comments/votes:

1. Doritos Series. Most felt Doritos clearly set out to build brand awareness; the ads were memorable, generated word of mouth buzz and the brand was dominant. Of the series, several people liked the humor factor in the “Underdog” spot. But the top pick was “House Rules” with the boy telling a man to keep his hands off his chips and his mom. The little boy just won our hearts over!














2. Google: Parisian Love. The simplicity of the ad was an attention getter, and the fact that the 60-second spot took viewers on a complete journey was engaging. And most importantly to the voters for this spot was the brand recognition that it provided.







3. Audi: Green Car. Most felt the ad was a good satire on the very topical “green” effort. And at the same time through the humor, it reinforced the need to make the “green effort” part of the everyday. It also did a good job of showing how Audi is already ahead of the game with the Audi A3 TDI, voted “Green Car of the Year.”








What were your favorites? Which ones do you think missed the mark?