Post by account_disabled on Dec 28, 2023 5:50:17 GMT 2
The digitalization produced in recent years has completely transformed people's consumption habits. The exponential growth of mobile and video, undoubtedly accelerated by the pandemic, outlines a new scenario for brands, which must know and use these channels to establish new connections with their potential customers. Under these premises, last Thursday, the Facebook Spain team , together with levant connections for people and the positive impact on brand building and improving business results. The meeting, which was attended by 1,800 attendees between YouTube and Facebook LIVE , ended with a round table, moderated by Javier Piedrahita , CEO and founder of , which brought together representatives of some of the most recognized brands in the FMCG sector.
Retail: Laura Torre , Media Director L'Oréal Spain, Albert Bru Llongueras , Paid Media Manager at Hijos de Rivera, Rocío Sanz, Manager Digital Marketing eCommerce at DIA, Francisco Javier Pérez , Head of Paid Phone Number List Media at Carrefour Spain and Rafel Feliu , Facebook CPG Client Partner . If the embedded video does not display correctly, click here . David Saez, Industry Director CPG & Travel at Facebook, was in charge of welcoming this meeting and reminding us that connecting is something intrinsic to society and that, therefore, it should also apply to brands. Regarding the current situation, the expert commented that there has been a very effective change in the media mix so that brands can get closer to consumers , but that the most drastic change has occurred in mobile consumption.
Digital media have become the turning point for connecting with others,” said Sáez, who also stated that in recent months the feeling of building community has grown enormously. David Saez, from Facebook Next, Florencio García, Retail & Petrol Iberian Sector Director at Kantar Worldpanel, told us about the changes that have occurred around mass consumption distribution in the new environment. “Each Spaniard has visited one less establishment in the time of COVID, so shopping baskets are getting bigger and bigger. We have changed the experiences we lived in stores, so each act of purchase will be more valuable than ever ,” he revealed. Another aspect that García highlighted is that, very constantly since the de-escalation, what is growing the most is electronic commerce, and that the keys to this growth are two: having broken the frequency barrier and having broken the barrier of the target.
Retail: Laura Torre , Media Director L'Oréal Spain, Albert Bru Llongueras , Paid Media Manager at Hijos de Rivera, Rocío Sanz, Manager Digital Marketing eCommerce at DIA, Francisco Javier Pérez , Head of Paid Phone Number List Media at Carrefour Spain and Rafel Feliu , Facebook CPG Client Partner . If the embedded video does not display correctly, click here . David Saez, Industry Director CPG & Travel at Facebook, was in charge of welcoming this meeting and reminding us that connecting is something intrinsic to society and that, therefore, it should also apply to brands. Regarding the current situation, the expert commented that there has been a very effective change in the media mix so that brands can get closer to consumers , but that the most drastic change has occurred in mobile consumption.
Digital media have become the turning point for connecting with others,” said Sáez, who also stated that in recent months the feeling of building community has grown enormously. David Saez, from Facebook Next, Florencio García, Retail & Petrol Iberian Sector Director at Kantar Worldpanel, told us about the changes that have occurred around mass consumption distribution in the new environment. “Each Spaniard has visited one less establishment in the time of COVID, so shopping baskets are getting bigger and bigger. We have changed the experiences we lived in stores, so each act of purchase will be more valuable than ever ,” he revealed. Another aspect that García highlighted is that, very constantly since the de-escalation, what is growing the most is electronic commerce, and that the keys to this growth are two: having broken the frequency barrier and having broken the barrier of the target.