I'm currently doing lots of thinking about taking FMCG brands into the digital world. Which is not as clear cut as it sounds, given the brands in question are laundry and household cleaning products. Not, on the face of it, the kind of brands people gravitate towards when surfing the interweb.
The received wisdom - at least, received within the digital marketing world - is that we all need to get off the campaign trail and demonstrate our commitment to the people who buy our brands by engaging them in an always-on, conversational, [insert your favoured buzz phrase here], relationship.
The weakness in this commitment not campaigns thesis is that not everyone wants to have a conversation with your brand. Many people don't want a conversation with any brand. So why throw away a form of marketing that has worked very well (though not without fault) for many years and that is still relevant for large numbers of your audience?
What we need is a bit of both. Or rather, we need to work out if our particular brands are best suited to one or the other or whether they can do both.
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