Fast-moving consumer goods (FMCG) tend to be everyday items with a low financial risk for consumers. However they also tend to have low conversational currency – when did you last get inspired to recommend a toothpaste, lolly, or vitamin tablet to your mates? Our latest article for Admap presents new research that illuminates how businesses [...]
customer engagement
‘Brands should be striving for disloyal customers’
As mentioned in our influencer re-think post, the rebooting our site coincided with some analysis of the results of a series of product trials we’ve run in Australia for major brands on our Yooster panel that challenges conventional wisdom about customer loyalty and the effective spread of word of mouth, particularly for FMCG/CPG brands. We’ve [...]
is bad engagement better than none?
When Forrester Research’s Charlene Li and Josh Bernoff’s Groundswell book came out last year I couldn’t help comparing their ladder of engagement with Sherry Arnstein’s ladder of participation from 1969. Arnstein’s ladder is a powerful model for thinking about how much influence people have in public programmes in terms of the actual participation processes, which [...]
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The connected marketing industry's business networking activities are now consolidated within the new Connected Marketing Networking Group. Find out more and join the Group here.
