What should FMCG brands do with their websites?

By Tom Wood @Foolproofer

In the long-term Facebook can’t be where brands ‘live’ online. Making Facebook the centre of gravity for FMCG brands opens up a number of risks for brand owners. We need to put our thinking caps on and consider a new future for brand websites in the marketing mix.

Brands which are too reliant on social media for digital marketing are giving away data and relationships in a way they may later regret. But social platforms do offer a new set of tools which allow consumer brands to revisit the old problem of how to create value out of digital. FMCG brands need to consider that the real value of digital is as an ‘ask’ rather than ‘tell’ medium. Success rests on the two disciplines of research and marketing learning from each other, and evolving their practices.

Read the full post published on the econsultancy website: What should FMCG brands do with their websites?

Tom Wood

I’m one of the two founders of Foolproof. Within projects I usually take a role both in planning our approach and in the generative phases of design. I’m also active in gathering client and customer needs into the design space. My particular talent is helping senior stakeholders see and understand the customer’s world in richer detail, and helping them work out how to respond.

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