Australian FMCGs don’t suck at marketing on social – just measuring it
Creativity counts when it comes to social media, everyone knows that. But true social results come when we discard previous models of success like mass reach and focus on what really matters – the target market, argue Dan Monheit.
“Australian FMCG brands suck at social media and it’s basically a waste of their time”.
That was the general conclusion drawn at the end of a discussion I found myself in with a dozen respected agency guys earlier this week.
They’re wrong.
Australian FMCG marketers and senior agency guys suck at determining what success looks like. They’re caught between a past where an ad ‘felt’ successful because lots of people saw it and a future that ain’t quite what it used to be.
“In 2016, social channels like Facebook, Instagram and Snapchat are our best tools for building efficient reach and frequency.”
No. They’re not.
Hi Bob, what’re your recommendations?
Newspapers
Television
Outdoor
I’m with Bob on this one – whilst the sheer scale of Facebook, Instagram & Snapchat cannot be argued with, not all media contact points (be that a spot, impression etc) are created equal, and as such, reach without impact is pointless. We’re falling into that classic trap of linking correlation (scale) with causation (= it must be better)
Big on bluster, low on facts.
Please. Go watch Mark Ritson. I cannot be bothered to repeat things he says more eloquently than I can. Then by all means come back, with some actual facts and data and let’s have a chat about how to build FMCG brands. And the role social can play in a zero based budget. It’s nice to see a social media guy talk about reach and frequency. Sadly you don’t seem to deliver any of either in your “social is still awesome” tinged suggestions. But I am open to hearing more. Once you have some data. You know. That thing that digital is so good at.
What’s the benefit of highly granular capabilities on social when every competitor brand can access the same data? The problem is not how we measure on social or the format we utilise. Collaborating with Social mediums to identify the right Tech & combine it with our client’s 1st party data is the key to deliver customised experiences to FMCG potential customers.