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Reaching consumers in the digital moments that matter

Date of publication: June 18, 2020

Catalogue: ESOMAR TV: Client Summit 2020 at Home

Company: Mars Wrigley

Author: Nic Umana

Abstract:

This research has been a key contributor to our Global Media Transformation. Helpings us shift from a Mass Reach Big brand story telling approach to adding a complimentary model of reaching consumers with signals in those digital moments that matter.

3 takeaways:

- Understand how to use behavioural science to nudge consumers in the digital moments that matter.

- Do your brands need to be able to stand out in the crowd? Do you need to measure marketing effectiveness in the moment?

-Get inspired to build a research plan that allows you to take behavioural insights straight into action.

Nic Umana

Author

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Umana, N. (2020a, June 18). Reaching consumers in the digital moments that matter. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/building-relationships-that-matter-8166