Google tells CPG marketers, to improve digital performance, move away from sole reliance on marketing mix models towards measuring Key Value Tasks and their downstream impact.
Apr
9
Improve digital marketing with new ROI metrics, Google tells CPG marketers
In: advertising, digital marketing, path to purchase, shopper marketing
1 Comment
Apr
5
Google flunks CPG marketers…See me after class
In: advertising, digital marketing, marketing, media, path to purchase, retail, shopper insights
5 Comments
In my interview with Google, they flunk CPG marketers, “You get a 3 out of 10”. If you look at where the dollars are still spent, the shift isn’t happening as dramatically as it should. Mentality: I’ll leave it to the next guy to jump off the cliff.
Apr
3
My interview with Google: for CPG how important is digital in the path to purchase
In: advertising, digital marketing, path to purchase, retail, shopper insights, shopper marketing
4 Comments
My interview with Google revealed searches on Google.com related to recipes are up 38% in 2011 over 2010. And it’s a huge number. It’s 7.8 billion recipe-related searches on Google.com.
Mar
13
Six ways marketers can get people to care about their brands again
In: advertising, branding, digital marketing, facebook, marketing
Comments Off on Six ways marketers can get people to care about their brands again
Remember when the coffee brand mojo was with CPG brands like Folgers and Maxwell House? The route to addressing commoditization is not more features, it is establishing your brand as the expert on something much larger so people digitally seek you out.
Feb
8
Is advertising relevant?
In: advertising, market research, marketing
Comments Off on Is advertising relevant?
Only 11% of TV commercials are relevant to me as both a consumer and shopper. Reduce advertising waste by increasing the relevance of ad impressions at the moment of exposure, to individuals as BOTH consumers AND shoppers.