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?
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment