In a series on digital marketing, Sandra Arango told how the consumer goods company uses creators, content and data
More and more, new digital platforms appear and put companies in front of the challenge of adapting to that language, showing their products and services within that new format.
It was on this theme that the series The new marketing manual: great CMOs in Brazil received Sandra Arango, Reckitt’s marketing director. The episode is now available on PROPMARK’s Spotify profile and YouTube channel. The conversation was led by Carolina Vilela, journalist for PROPMARK Online, and Zmes founder and CEO Marcelo Tripoli.
Sandra spoke of points such as the different ways in which brands have connected to consumers due to social networks and how this avalanche of new media impacts the purchase decision. She also stressed the importance of brands bringing their purposes to the forefront of their campaigns.
Today, consumers are exposed to different media, especially digital, that affect purchasing decisions. And one of the points that has changed a lot in marketing is the whole importance of purpose in building brands. Purpose is a reality that brands need to bring forward, so digital helps a lot, said Sandra.
Based on the research on FMCGs carried out by Zmes, which pointed to an increase in the distribution of investment by companies in digital, Tripoli explained that this movement follows the change in consumer habits.
A few years ago, it was said that the cell phone was the second screen, but today it is the first screen, regardless of age and social class. Brands need to follow this time. If there is more consumer time on the cell phone, there is more money going to the cell phone. We interviewed 20 CMOs from large consumer goods companies, we made a panel with almost 2,000 consumers and we saw that there is a change in consumer behavior and the brands followed, said the executive.
Another point raised by the agency’s CEO was the acceleration of e-commerce of non-durable consumer goods. Traditionally, these items are categories that don’t have great e-commerce penetration, but the pandemic has accelerated this. Many companies have started to shift marketing budget towards the end of the funnel, which intersects with sales. drastic change. At the end of the day, the company wants to understand if that money put into marketing is pushing the product on the shelf, added Tripoli.
In line with the data presented by the survey, Sandra confirmed that Reckitt’s investments in digital have doubled in the last three years. There are many tools, many opportunities and many consumers that we want to reach. We are making an effort to better serve consumers with a greater investment, added the executive.
