Put the laws of brand growth at the heart of campaigns
When planning and buying media campaigns, the target shopper needs to be every brand’s priority. It sounds obvious, but the reality is it often isn’t the case. Retailers and FMCG manufacturers should use the CMM to help them focus on the consumer and make shoppers their absolute focal point, both when identifying who to track and in demonstrating the impact that a campaign has had.
The scope and potential of media and advertising has expanded dramatically, and with more and more opportunities to reach people, brands have to take a progressive and technology-based approach to use that fact to their advantage. Those that don’t will inevitably fall behind.
The advertising sector is changing dramatically, and the technology we use to plan and measure media campaigns is modernising just as fast. As the rules of the game continue to evolve, brands should see this as an opportunity to make real gains – but they must be willing to adapt their approach to get things right.
Hear more from Kerry Corke, Global Media Director at Kantar, on why brands need to consider the role of advertising in reaching more shoppers.
