FMCG is failing to realise the mobile opportunity

FMCG as a sector invests the most in mobile advertising in the UK however, according to a recent survey by the IAB, almost half of the top FMCG brands in the UK don’t have a mobile-friendly site and 30% have no mobile presence at all – including Danone, Flora, McCain, Head & Shoulders, Lindt and Fairy. This lack of investment seems to suggest that the sector is struggling to understand the opportunities mobile offers – despite us having continually been in the ‘year of the mobile’ for the past decade.

Getting started is the challenge

That consumers want to engage with brands on mobile isn’t up for debate; brands recognise this and want to act on it. The problem it seems is that they don’t know where to start.

The key to getting a mobile strategy up and running is understanding what consumers want from each particular brand. The best way to do this is open up a two-way dialogue with them; ask them what they want.

Building the two-way dialogue

FMCG brands are traditionally built using mass TV advertising to drive retail sales, with a strong focus on promotional marketing to drive the direct response. But mobile offers a unique opportunity to engage consumers in personal conversations around what matters to them. Once consumers have begun a conversation with your brand you can start to add value to their lives – be that through providing information or personalised offers. These strengthen your relationship with the consumers and make it far more likely that they will continue to buy into your brand long-term.

Mobile isn’t limited to when consumers are on the move

A core part of building a long-term relationship with customers via mobile is understanding that mobile isn’t just about comms or promotional offers when consumers are out and about. Mobile offers brands – particularly FMCG brands, the chance to drive engagement and conversion within the store environment. Those FMCG brands that are doing well in mobile – such as Cadbury, Carling and P&G, have already recognised this and have created a diverse mobile strategy, based on where their customers engage with them and what need is driving the engagement at that particular time.

Customer experience is key

Understanding where they are and what they expect is key to getting consumers on board with any mobile strategy. Consumers are increasingly time poor and they're always on mentality means they expect brands to have to interrupt them in their daily routines. However, the right to interrupt them needs to be earned – there has to be a clear value for the consumer. Getting your value proposition clear and measuring all your activities on mobile against this proposition can deliver significant value to both you and your consumers. Get it right and you can jump to the head of the pack. Get it wrong and you could find yourself being trounced on social media for failing to understand life in this modern age.

The information included herein is distributed for informational use only; it does not constitute legal advice and should not be taken as such.  All clients are responsible for meeting legal requirements and other rules that apply to their messaging programs.  Consultation with legal counsel is strongly recommended.

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