Future fit communications planning: Exploring the big issues facing FMCG brands – and finding a way forward

Chris Worrell

In the second part of this two-part article exploring the big issues facing brands, Wavemaker considers the implications of digital commerce on FMCG brands and the new thinking needed to success on these new platforms.

In the second part of our two-part article exploring the big issues facing brands, we consider the implications of digital commerce on FMCG brands and the new thinking needed to success on these new platforms.

Playing catch-up with digital commerce

A topic that could fill a whole book on its own, FMCGs have often been criticised for being slow to embrace digital. When appraising the subject, there are four topics that stand out as pressing.

1. Take a holistic view of social channels and ensure they are contributing to business KPIs, not just building reach

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