Good behavior: covering the advertising strategy of FMCG buyers

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Consumers across countries may have more in common than we know, at least in terms of FMCG purchases. According to a new study by the world's third-largest case-study firm Ipsos (Ipsos), consumers in the 23 countries surveyed showed the same behavior in buying FMCG in any country.

According to consumer attitudes and shopping habits, the study divides consumers into five different categories:

(1) Brand enthusiasts

(2) Price guide

(3) Impulsive shoppers

(4) A planned purchaser

(5) Bargain buyers

The most common is the "price-oriented" and "Bargain-buy" type of consumer groups, accounted for 23% and 25% of the respondents, respectively, and more likely to buy high-end brands of brand enthusiasts accounted for 19%, with a fixed budget "plan buyers" accounted for 17%, impulsive shoppers accounted for 16%. Each group of consumers has its own unique way of shopping and location, which can provide valuable advice to marketers who want to cover these groups. In developing media programs and media buying strategies, digital marketers have always considered consumer behavior, but they are not going to look further at the representative behavior of the specific consumer groups they are trying to cover. However, with the information provided by the Ipsos research firm, marketers can classify their target audiences more carefully and provide better advertising campaigns for their needs.

However, after this problem is resolved, there is also a tricky thing, that is, choose the right type of advertising. How do we make sure that the chosen site, ad location, or advertising format resonates with every consumer group? Of course, if the consumer's attitude towards FMCG shopping is different, then the advertising campaign of the brand will be different. In this case, the best approach is to divide the ad into different pieces based on the personal interest of the potential client (from the bargaining to the brand).

Luring brand enthusiasts and impulsive shoppers

According to the study of Ipsos, the two consumer groups share some common characteristics. For example, both parties are willing to buy branded products and will be influenced by experience, whether they are recommended by shop staff or a more expensive product.

These brand-conscious consumer groups are more likely to respond to such ads: they show both products and brands and allow them to interact with the product. Promoting the brand's Facebook page, and using Facebook's popular "Like" buttons, can both satisfy consumers ' pride in buying the product and show their affinity to their online friends. Micro-sites, branded videos and apps specifically for new products (and, if you can, link them to online shopping platforms) also attract interested audiences to focus on new products that differ from their favorite brands.

Price-oriented and planned shoppers: positioning

"Price-oriented" consumers and "planned shoppers" have a central orientation, that is: saving. For those with fixed budgets, they tend to look for the cheapest products in their own way. But even if they are shopping online, they may still be affected by online advertising. Earlier this year, Burst media reported that 71% of consumers surveyed said online purchases of household cleaners, detergents and soaps were affected by online advertising, while 65% per cent of online shoppers in boxed or canned goods were also affected by on-line advertising. In general, ads that contain low-cost promotions, exclusive offers, and coupon information may resonate with price-sensitive consumers.

Expandable banner ads can not only highlight the features of the product, but also show the coupons for saving money. Like last year's desktop apps, mobile apps can provide a special product display and coupon code. Earlier this year, food companies issued coupons in large numbers via mobile apps. And according to the study, whether it's a price-oriented consumer or a planned shopper, eight out of 10 American adults plan to continue their coupons, and mobile phones are a good way to take advantage of this trend.

Select a good advertising position to attract bargain buyers

Consumers who like to buy special offers are also a price-sensitive group, but they also have another trait: impulsivity. It is because of this tendency that when the crowd sees money-oriented advertising in unexpected places, they may buy it on a whim. For "price-oriented" consumers and "planned shoppers", if the product does not meet their shopping strategy, they may not immediately conduct online transactions. If "bargain buyers" see an attractive FMCG advertisement on the web magazine website, they will immediately buy it online. Although this group of people are not so keen on online shopping, they will certainly seize the opportunity to buy when they have the opportunity to save money.

Therefore, the advertising position is very important. By working with publishers and ad networks that can track through online behavior, media buyers can offer coupons to users who often click on ads and surprise them by offering them special products at any time. Given that they are not interested in online shopping, they may not spend a lot of time searching, so planners should spend some redirected search spending on behavioral positioning to pinpoint this elusive consumer.

When you consider that there are many different types of FMCG companies that are working on covering issues alone, you know how meaningful it is to split advertising strategies into different parts to meet individual needs and translate their online behavior into something useful to the brand.