Back

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

This is a long description of some author details.

This could also be of interest:

Research Papers

Micro-moments that matter: How to effectively target Chinese travellers

Catalogue: Congress 2019: The Global Data & Insights Summit

Authors: Emma Donnellan, Komal Roy, Yuan Liu

Company: Kantar

September 8, 2019

×

Citation

Donnellan, Roy and Liu (2019a, September 08). Micro-moments that matter: How to effectively target Chinese travellers. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/micro-moments-that-matter-how-to-effectively-target-chinese-travellers


Research Papers

Building relationships that matter

Catalogue: Digital Dimensions 2014: (Online + Big Data + Social Media + Mobile) Research

Author: Grant Bird

Company: Hall & Partners

June 17, 2014

×

Citation

Bird, G. (2014a, June 17). Building relationships that matter. ANA - ESOMAR. Retrieved April 18, 2025, from


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


Videos

Building relationships that matter

Catalogue: Digital Dimensions 2014: (Online + Big Data + Social Media + Mobile) Research

Author: Grant Bird

Company: Hall & Partners

June 15, 2014

×

Citation

Bird, G. (2014a, June 15). Building relationships that matter. ANA - ESOMAR. Retrieved April 18, 2025, from


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


  • Video
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Umana, N. (2020a, June 18). Reaching consumers in the digital moments that matter. ANA - ESOMAR. Retrieved April 18, 2025, from


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