The focus should be on providing a quality digital experience.
This article notes that consumers are easily “put off” by experiences that don’t work as expected. The author comments that FMCG brands, in particular, aren’t the most digitally savvy but they need to be.
Interactive Advertising Bureau recent data shows that digital ad revenue in the US increased by 22% over last year summing up to $107.5 billion (up from $88 billion). Having a solid digital strategy in place could help take the brand’s current marketing tactics “a little further”.
It’s essential to focus on quality over quantity and to provide a worthwhile, easy and familiar digital experience to the user. Being consistent and bold will make the brand memorable. With consumers spending more time on digital platforms, brands must reach them where they are. The author advises against over-complicating digital experiences.
[3 minute read]