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    Beyond the Aisle: Where Consumer Packaged Goods Brands Meet Technology to Drive Business Results
    Beyond the Aisle: Where Consumer Packaged Goods Brands Meet Technology to Drive Business Results
    Beyond the Aisle: Where Consumer Packaged Goods Brands Meet Technology to Drive Business Results
    Ebook63 pages1 hour

    Beyond the Aisle: Where Consumer Packaged Goods Brands Meet Technology to Drive Business Results

    By Tim Ross

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    About this ebook

    Everything you've ever wanted to know about using digital technology to market to today's consumers. From geofencing and gamification to the benefits of web-based CMS, this quick and easy guide covers all the bases.

    LanguageEnglish
    PublisherTim Ross
    Release dateApr 24, 2013
    ISBN9781301642304
    Beyond the Aisle: Where Consumer Packaged Goods Brands Meet Technology to Drive Business Results
    Author

    Tim Ross

    Tim Ross is the CEO of SolutionSet, a leading digital consultancy based in San Francisco, CA. An author, blogger, and consultant, Tim has spent the past 18 years helping enterprise brands leverage web, mobile, and social technologies to drive business results. He has served in executive management positions at leading consulting firms, including Networkers, USWeb, and V2 Group. Prior to joining SolutionSet, Ross founded 3VR, a market leader in advanced video surveillance solutions for banks, retailers, and government organizations.

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      Book preview

      Beyond the Aisle - Tim Ross

      Beyond the Aisle: Where Consumer Packaged Goods Brands Meet Technology to Drive Business Results

      Tim Ross

      Published by SolutionSet at Smashwords

      Copyright © 2012 Tim Ross

      Smashwords Edition, License Notes

      Thank you for downloading this free ebook. Although this is a free book, it remains the copyrighted property of the author, and may not be reproduced, copied and distributed for commercial or non-commercial purposes. If you enjoyed this book, please encourage your friends to download their own copy at Smashwords.com, where they can also discover other works by this author. Thank you for your support.

      Beyond the Aisle:

      Where Consumer Packaged Goods Brands Meet Technology to Drive Business Results

      Dedication

      To Gloria, Maddie, and Allie who make everything in my life better

      Acknowledgements

      I would like to thank a number of people without whom this book would not be possible.

      HMI’ers Zain Raj, Paul Kramer, and Peter Cloutier taught me about the CPG business and the marketing problems web, mobile and social technologies could solve.

      SolutionSet’ers Alex Kaplinsky, Frank Anan, Robert Balmaseda, Dave Kilimnik, Adam Trissel, and Dessy Stanley who are great partners and even better people.

      Chapter co-authors Joe Robinson, Stacey Rubin, Peter Cloutier, and Paul Kramer, who gave key insights and applications across strategic domains.

      Amy Westervelt, who for years has made me appear far smarter and more productive than I truly am.

      My friends and family from whom I steal many of my best ideas.

      Table of Contents

      Preface

      Chapter 1: Market Shifts

      Chapter 2: Understanding the Digital Consumer

      Chapter 3: Understanding Digital Marketing

      Chapter 4: The Benefits of Building Active Customer Communities

      Chapter 5: Mobile Tech and Capturing the Always-On Shopper

      Chapter 6: Building Customer Loyalty Through Gamification, Interactive Marketing and Rewards Programs

      Chapter 7: Turning Video into Value

      Chapter 8: Leveraging Video Analytics to Improve Everything from Customer Service to Visual Merchandising

      Chapter 9: Using Web CMS to Manage Not Just Content, but Brands

      Chapter 10: Digital May Be Different, but Content Is Still King

      Preface

      In 2012, SolutionSet, the second largest independent marketing service agency in North America and D.L. Ryan Companies, the nation’s largest independent digital, shopper, and promotional marketing agency, merged to form Hyper Marketing Incorporated (HMI). That merger didn’t just create one giant integrated marketing services company, it also brought together some key pieces of the digital marketing puzzle for consumer packaged goods (CPG) companies. With DL Ryan’s long history of working with CPG brands and SolutionSet’s experience using technology to change brands, we quickly realized we could help transform the way CPG companies leverage technology.

      Over the course of several months we brought our best thinkers together to look at all the different aspects of digital for CPG companies—from how they might use web systems and mobile technologies to how such strategies as gamification could help CPG companies build their brands and solidify their relationships with consumers.

      Those conversations led to a series of tips and articles and ultimately to this ebook, which we envision as a quick and easy primer on digital marketing for CPG companies. Enjoy!

      Chapter 1: Market Shifts

      Ten years ago, consumer packaged goods (CPG) companies had very little direct interaction with their customers. They dealt with distributors and retailers, and they had a corporate marketing team in place to tend to the company’s brand more generally, but the day-to-day relationship with consumers was left largely to retailers. And that relationship was mostly managed in person. Shoppers would head to the grocery store, coupons in hand, and browse for what they wanted. While there, they might happen across an end-cap display showcasing a two-for-one deal or someone handing out samples of some kind.

      Those days are largely gone. Digital technology—particularly mobile and social technology—has transformed the consumer experience in every industry. For CPG companies that means not only learning how to sell to consumers online, but also playing a bit of catch-up when it comes to digital marketing. It also means a wealth of new opportunities to

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