Proof of Market Project for the creation of an Intelligent Digital Marketing Exchange in the Fast Moving Consumer Goods Industry

随着2008年开始并持续的经济衰退，快速消费品公司(FMCG)正在拼命寻找新的、更有效的方式，以大幅降低成本接触消费者。移动设备、社交媒体和始终在线连接的融合正在迅速提供一个技术平台，有可能将营销从品牌驱动型模式(我们决定要向谁传达信息)转变为以消费者为中心的模式(我决定谁将与我交谈)。缺失的一环是一个数字交换层，它无缝地集成了消费者档案信息和营销活动，并与新兴技术平台兼容。T A Walker Concepts(TAWC)正在寻求资金，以调查缺失的数字交换层的市场需求，并确定其背后的技术要求。TAWC的业务愿景是创建一个高度复杂的技术平台，使数据成为可操作的，并使数字内容交付和营销进入一个新时代。它将从移动和网络应用、社交媒体、位置和交互设备等多个消费者接触点提取信息并使其具有意义。它将以这样一种方式描述消费者，了解他们的生活方式和兴趣，并确保营销和信息内容可以根据相关性和消费者兴趣从各种来源和实体匹配和提供给他们。重要的是，TAWC将以为消费者、营销者和公司获取最大价值的方式来实现这一点。这一市场证明项目将为此类智能数据和内容交付平台确立市场生存能力，确定此类产品的最佳市场切入点，研究所需的技术要素，并创建引人注目的商业模式，在为内容提供商、营销者和最终消费者提供价值的同时产生可观的收入流。

With the economic recession - which began in 2008 and continues - Fast Moving Consumer Goods Companies (FMCGs) are desperately searching for new and more effective ways to reach consumers at dramatically lower costs. The convergence of mobile devices, social media and “always on” connectivity is rapidly providing a technical platform that has the potential to transform marketing from a brand driven model (we decide who we want to message) to a consumer centric model (I decide who will talk to me). The missing link is a digital exchange layer that seamlessly integrates consumer profile information and marketing campaigns and is compatible with the emerging technology platforms.T A Walker Concepts (TAWC) is seeking funding to investigate the market requirements of the missing digital exchange layer and to scope out the technology requirements underlying it. The business vision of TAWC is to create a highly sophisticated technology platform that makes data actionable and enables a new era of digital content delivery and marketing. It will extract and make sense of information from multiple consumer touchpoints such as mobile and web applications, social media, location and interactive devices. It will profile consumers in such a way that understands their lifestyle and interests, and ensures that marketing andinformational content can be matched and delivered to them from a variety of sources and entities based on relevance and consumer interest. Importantly, TAWC will do this in a manner that captures maximum value for consumers, marketers and the company.This Proof of Market Project shall establish the market viability for such an intelligent data and content delivery platform, identifying the best market entry points for such an offering, research into the technical elements required, and the creation of compelling business model that generates significant revenue streams while providing value to content providers, marketers and end consumers.