Home >> Marketing >> Article

PMAR 2018: Experts on optimizing online spends

19-February-2018
Font Size   16
PMAR 2018: Experts on optimizing online spends

As the spends on digital inch towards the 25 per cent mark, the conversation about digital is more and more about making digital monies work and showing results. This is more so in the FMCG category which is the biggest spender on advertising and is the mainstay for mainline advertising. Three digitally savvy industry experts, Meera Iyer, Head Marketing, Big Basket, Jyothirmayee JT, Founder & CEO, HiveMinds, and Vishal Chinchankar,Chief Digital Officer, Madison Digital, came together on Thursday to discuss “How can FMCG Brands get more out of Digital Spends?” at the 16th Pitch Madison Advertising Report launch.

Iyer who has a background in FMCG marketing and is now heading marketing at an e-commerce company had very interesting insights to share on how Big Basket uses digital to track consumers journey and drive sales. Looking at the product marketing funnel that includes: innovation funnel leads to the media mix being made and deployed, followed by sales and shopper marketing and finally a post-launch evaluation, Iyer said that digital has a role to play in every stage.

“Through research and crowd-sourcing of ideas, digital can help with product innovation. Some companies are already doing this,” he observed. Iyer also felt that since digital is currently around 17.5% of the total adex it has a big role to play in media mix and deployment. “It will also come into sales and shopper marketing with sales and shopper marketing taking on a big role in FMCG. While the share of FMCG e-comm stands at around one per cent for India as a whole, in Bangalore alone, e-comm makes up for 10 per cent of the FMCG market,” Iyer noted. Digital can also immensely help with post-launch evaluation, she said. Iyer used numerous examples from Big Basket to drive her point across. “Digital is very versatile and malleable. Companies should consider using digital marketing as a laboratory that helps with assessing decision making at every stage in the product innovation funnel,” she concluded.

Speaking about how the consumer journey is being changed and shaped by digital, Jyothirmayee, said, “Digital touch-points have exploded, making the consumer journey a complex system.” The consumer journey is more omni-channel, driven by consumers themselves, and even fragmented. “Since the system is no longer liner, we need to drastically change how we understand the customer journey,” she said. The consumer’s omni-channel needs demand FMCG brands to deliver a seamless experience across online and offline stores, “this is something FMCG brands will need to figure out more proactively,” Jyothirmayee said. She concluded, “Brands need to start innovating the consumer journey to influence brand growth.”

Chinchankar, shed light on how FMCG brands can use digital to build brands. The challenge that FMCG marketers face is at the encounter/awareness stage of the consumer journey. He listed three key suggestions to marketers on how to use digital to make their presence felt. “Digital may not be the primary reach medium for FMCG brands but it definitely supplements TV advertising. Moreover it works as a very effective frequency medium. Even if you park 7-10 per cent of your traditional media monies in digital you will get an incremental reach and frequency out of digital.” Questioning if targeting is required at the awareness stage, he asked, “Do you really need to apply these filters as an FMCG brand?” 
Finally he spoke about the greatest concern that gives marketers sleepless nights: Are my ads being seen? “Ad viewability is one of the biggest challenges of digital. Genuine OTS can give you a significant sales lift, it comes at a cost. And that’s when you are talking to humans and not NHTs (non-human traffic),” he concluded.
To watch the full session, click here. 




Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on