28 Nov What digital means for shopper
What digital means for shopper
Matt Lee, Managing Director at Capture, the leading shopper media agency
IGD and the supermarkets regularly talk about the growth of online grocery shoppers, however, despite the many conferences and events that cover digital advertising, we are yet to come across one that specifically and independently addresses how this applies for the clients we work with in a shopper marketing capacity.
On Thursday 2nd November, the leading shopper media agency, Capture, were pleased to welcome FMCG marketing professionals from across the industry, to their first conference at the BFI in London. The event, ‘What Digital means for Shopper’, took a closer look at the world of digital advertising; how it has evolved over the last decade, what it means for FMCG brands and what the future holds.
Speakers at the event included:
- Rob Webster, Chief Strategy Office @ Crimtan
- Viv Craske, Managing Director @ mySupermarket
- Diana Abebrese, Client Director @ Triad
- Rich McGrath, Head of Consumables and Matt Burbidge, Business Development Manager @ Amazon Media Group
- Ian Steen, Business Development Director @ Valassis
- Emma Dean, Group Client Director and Georgina Evenden, Senior Media Partnership Manager @ Capture
Each of the digital experts spoke about how their area of the ‘digital’ world can affect the shopper journey and help FMCG brands, grounded in how to apply existing learnings and digital practices to FMCG and shopper marketing.
The line between brand and shopper marketing are becoming increasingly blurred and we believe that by approaching a digital campaign from a shopper perspective, you can apply the same diligence and KPIs as you do with any other shopper media, driving sales uplift and ROI rather than relying on impressions and CTR metrics as measures of performance. This applies both on the grocery.com sites and off-site activation, but the crucial thing is that both brand and shopper campaigns are planned coherently, to ensure a brand’s total budget is optimised for success.
3 key things for brands to remember:
Understand the importance of getting the basics right online Imagery, creative & messaging and even media placements in the right spaces is something brands should ensure they spend time getting right. With digital advertising on the rise (currently programmatic adverts make up 70% of the digital media space and this is predicted to rise to 70% of all advertising space by 2020) creating effective creative for programmatic is key. Being able to test the creative effectiveness as well as ad placements will allow for campaign optimisation. With 2.5m monthly users and less templating restrictions than on some grocery sites, mySupermarket allows brands more creative freedom to test utilising AB testing.
Deiver an aligned marketing approach to advertising Align brand and shopper budgets for more effective holistic campaigns and ensure to measure against relevant KPIs. This is even more relevant when you consider the opportunity on Amazon, where 19% of British grocery shoppers claim to have shopped online for food/groceries in the last 4 weeks. For FMCG brands the opportunity here spans the blurred lines in between brand and shopper budgets, with campaigns delivering, awareness, consideration, purchase, loyalty, advocates and sales. Brands must clearly understand their objectives first and utilise internal budgets effectively to deliver an aligned marketing approach.
The future of digital will create a more seamless omnichannel approach to marketing. 2018 hopes to bring more media opportunities on Asda.com as Triad and Asda look at ways to enhance their digital offering with heightened targeting and shoppable assets. In addition, with an increased trend in ROPO (research online, purchase offline), brands need to create more omnichannel experiences. New digital opportunities from Valassis will allow for smarter targeting and inclusion of combined online and offline data will make digital activity more measurable. Valassis will be utilising their expertise and history of coupon data, partnering with IRI to make digital activity more measurable in shopper plans than ever before.