Digital Influencers of Brand Selection.

Here is yet another research that supports the need of multi channel marketing initiatives – especially from a digital perspective in the CPG / FMCG space. The fact that consumers have adopted the digital media in their daily life is not lost on anybody; however, it is important to understand that they use it in different ways and with different intentions.

The key for brands, marketers and manufacturers looking to capitalize on digital in the CPG environment, is to identify how each consumer group embraces digital media.

Clearly the 18 - 34 year old consumers are comfortable with digital technology and their use of digital resources has an impact on purchase. What is even more dramatic is the extent to which this group is influenced by product and brand recommendations from bloggers and social networking platforms. In-store digital touch screens and phone applications are also seen to address this group effectively and present immediate, high-impact brand marketing opportunities.

Another plus for marketers is that these digital-savvy consumers are often trendsetters and influencers in their own circles. Word-of-mouth and informal, viral marketing can make a huge impact on those that are fully engaged in digital media.

Download the SymphonyIRI Group Point of View report: Digital Dimension: Consumers Embrace Digital Media with Diverse Approaches from here (PDF)

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