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Brands struggle to attract customers amid changing media habit, research says
Around 2 billion users visit Facebook daily, which makes the platform a huge player in the advertising landscape.
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The survey further indicates that only 32 percent of consumer goods brands were able to record growth in the past two consecutive years. (JP/Magnus Hendratmo)
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onsumer goods brands are struggling to expand their customer base and boost product sales as the ongoing shift in media consumption continues to disrupt marketing strategies, recent research showed.
According to a joint survey conducted by market research firm Kantar Indonesia and social media giant Facebook, consumer goods companies are finding it more difficult to achieve growth as consumers make the shift from conventional media outlets to their digital counterparts.
“The growth of brands, which reached 73 percent in 2017, fell to only 42 percent in 2018,” Kantar Indonesia’s expert solution director Johan Pangaribuan said during the study’s release on Friday
The survey further indicates that only 32 percent of consumer goods brands were able to record growth in the past two consecutive years.
The survey involved 11,000 households across the country who were asked about their purchase of fast-moving consumer goods (FMCG) every week and their consumption habits of TV media and online platforms.
The survey was also based on brand data recorded between 2016 and 2018.
The research defines brand growth as the expansion of a product’s customer base, which is done by acquiring new customers while maintaining the existing customer base and the growth of product sales.
