Q & A with Tom Edwards, SVP of Digital Strategy & Innvoation
To what extent are food and snacks CPG brands starting to understand and activate social media within the purchase funnel?
Social media has been an integral part of the marketing mix for CPG brands for some time now. CPG social strategy has evolved with the growth of social platforms and shifting consumer behaviors. Many platforms such as Facebook are shifting away from engagement as a primary metric and are focusing on reach, resonance and reaction, which align social media activation further down the purchase funnel.