Defining Digital Assets for a CPG Company
According to the latest IAMAI 2013 report on Internet usage in India, the number of internet users in India has reached 205 million by Oct, 2013 with a YoY growth of 40% over last year. Mobile internet users have more than doubled from 2012 and now stand at 130 million. The report also estimates that by June 2014, India will have 243 million internet users, at which point of time, it is expected to overtake the US as the second largest Internet base in the world. It is for these reasons that CPG companies have started realizing the power of digital marketing.
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CPG companies are not only creating digital assets for its consumers but also for improving business efficiency with its partners. CPG companies are also creating digital assets for improving organizational effectiveness. Digital assets being created by CPG companies are thus driven by following three major objectives:
1. Driving consumer acquisition, engagement and sales
2. Improving organizational effectiveness
3. Building an efficient partner (distributors and retailers) network
Some of the assets being created to meet the mentioned objectives are listed below:
Note: In this paper we will discuss the digital assets developed with consumer led objectives.
Key Questions being faced by the C-Suite
Though there is significant urge in adoption of digital platforms to engage with consumers, CMOs and CIOs of CPG companies are still deciphering the digital assets which can be built to meet the brand’s strategic goals. The key questions being faced by them are:
• Which platforms should be used to build the asset? Should it be web, social or mobile based asset?
• What type of asset should be built? What will be the reason for existence of the digital asset?
• What KPIs should be measured to achieve the brand’s goals?
Defining Consumer Led Digital Asset Strategy
Digital assets strategy for a brand comprised of:
• What should be the objective of the brand’s digital asset?
• Which platforms should be used to establish brand’s digital presence?
• What should be central theme of the asset?
• What type of content should be hosted on the digital asset?
Digital strategy for a brand is driven by both the consumer strategy and brand strategy. The objective of the digital asset is to drive brand’s goals for the targeted consumer segment.
A digital asset for customers heavily using mobile devices to access internet, will be very different from these who access internet on their PC / Laptops. Similarly, an asset for a brand trying to build awareness will be very different from an established brand’s asset, which is trying to engage with its customers.
Therefore to identify the platform for creating the digital asset, it is imperative to study the brand’s consumers. Brand needs to answer all questions like are its consumers primarily active on social media, are they active gamers etc.
To identify the central theme and content theme of the portal, the brand needs to assess not only the online interests and online activities of the target segment, but also, the goals and attributes of the brand. For example, Rebull’s TG comprises of youngsters with huge interest in adventure sports and rock music. Redbull.com was therefore made with the same central theme of extreme sports and music. The tonality of the content was made keeping in mind the brand attributes. All the content posted including games, videos etc. echo the brand’s traits of energy, speed and power.
Digital asset strategy of a brand also needs to keep abreast with latest technological...