Gama spoke to Nicolas Panniez, Category Manager, Ferrero.
How is the way food companies are looking to reach and engage with consumers changing? How can a brand successfully resonate with consumers?
Companies and their brands need to be flexible in their marketing mix and continuously monitor changing consumption and shopping behaviour. Gathering data and translating this into actionable insights is and will remain key to developing strategic brand, category, customer and channel plans, and partnering with those retailers where your target shoppers / consumers shop. We see the effectiveness of traditional media such as television advertising drastically decreasing. Finding insights that provide information on new touchpoints in a multi-channel environment is and will become increasingly important – just think of the multitude of opportunities that smartphones can provide in a brick & mortar shop. The opportunities are endless and getting even more endless as technology evolves. Great times lie ahead!
Read the full interview in the next issue of Gama News.