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Can your branded consumer goods business compete online?

With so much competition, you need to stand out

  • Consumer brand marketing, or consumer branding, is a strategic approach that brands can use to establish familiarity, trust, and added-value for their customers through brand positioning.
  • In today’s age of digital disruption, it’s more important than ever that brands can maintain their brand story across the omnichannel customer lifecycle. That’s why we recommend that all brands apply our RACE Framework to structure their brand storytelling across reach, act, convert and engage.

The RACE Growth Process is a tried-and-tested methodology to support brands in developing their omnichannel growth strategies

  • Apply a planned approach to your brand marketing to rapidly review, find opportunities, build a high-performing team and develop your marketing strategy to reach, acquire and engage more customers through consumer branding
  • Smart Insights have marketing solutions for brands of all sizes

Omnichannel customer lifecycle

E-commerce marketing trends

Interested in the latest retail e-commerce marketing trends to grow your business in 2021?

Our recommended resources for consumer branding

Define message hierarchies
  • Learn how to create a messaging hierarchy for campaigns and general brand positioning of a product or service.

Select media investments
  • Selecting effective media requires the marketer to make the right investment choices between paid, owned and earned media to get the results you need. This module equips you to review your approach.
Influencer marketing
  • Discover the different kinds of influencers you can work with, the tools you can use to find them, and the success factors of strategic influencer relationship management.

Examples showing why the 'Thank you Mom' campaigns are so effective

Procter & Gamble Co.’s “Thank You, Mom" campaign is the first of our new series of pieces celebrating the most influential campaigns, both past and present. In this case, we are looking back to 2010 when the start of heartstring plucking ads came out ahead of the Winter Olympics. [si_guide_block id="74955" title="Download FREE Resource – Agency digital marketing services – the top 10 mistakes to avoid" description="The 10 most common mistakes made by marketing agency owners when offering new digital services."/]

The history

Toward the end of Chairman-CEO A.G. Lafley’s first term in 2009, P&G learned that it had the chance to sign a sweeping sponsorship deal with the U.S. Olympic Committee for the 2010 Winter Games. Rival Johnson & Johnson had locked up much of the sponsorship opportunities in prior years. But P&G had to act fast,…

Chart of the Day: Research from Nielsen shows the popularity of Consumer Packaged Goods categories via Ecommerce

Fast moving packaged consumer goods (FMCG) aren't the most obvious types of products to buy online. In the early days of Ecommerce categories such as books, videos, fashion and electronic retail dominated. Yet this has changed. This new research shows how, particularly in some categories, a high proportion of some FMCG. The chart shows how over 40% of consumers in the US have ever purchased online in categories such as Health, Personal Care, Household products and Pet Care. Even in the last three months, the figure is more than 30% suggesting a significant number of consumers are regularly buying in this category. Although such non-food FMCG are popular when you look at food products such as fresh and frozen the figures are a lot lower - at the…

Our summary of sessions from #Effweek: Using a more insight-driven approach for marketing

This week I attended the main session of the IPA-arranged #Effweek, which is aimed at sharing best practices on improving marketing effectiveness. In this article I'll cover the main themes, report on the new effectiveness research unveiled at the event and give examples from FMCG brands, financial services and telecoms of how effectiveness is managed. The theme of the conference was how to use evidence-based decision-making in our marketing investments to improve value for our customers and business outcomes, particularly for media investments. Now in its second year, the conference theme was closely linked to what we aim to support marketers in achieving through Smart Insights, i.e. harnessing marketing insight to make better decisions by moving from reporting to learning, which is nicely summarised by this Insight-driven marketing visual from the Marketing…