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

在快速消费品行业创建智能数字营销交易所的市场证明项目

• 批准号: 700113
• 金额: $ 2.55万
• 依托单位: T A WALKER CONCEPTS LIMITED
• 依托单位国家: 英国
• 项目类别: GRD Proof of Market
• 财政年份: 2012
• 资助国家: 英国
• 起止时间: 2012 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=700113
• 关键词: Proof; Market; Project; creation; Intelligent

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.

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，以更低的成本接触到消费者。移动设备、社交媒体和“永远在线”连接的融合正在迅速提供一个技术平台，该平台有可能将营销从品牌驱动模式（我们决定我们想要向谁传递信息）转变为以消费者为中心的模式（我决定谁将与我交谈）。缺失的环节是一个数字交换层，它无缝地集成了消费者档案信息和营销活动，并与新兴的技术平台兼容。TA 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需求。TAWC的商业愿景是创建一个高度复杂的技术平台，使数据具有可操作性，开创数字内容交付和营销的新时代。它将从多个消费者接触点（如移动和网络应用程序、社交媒体、位置和交互式设备）中提取和理解信息。它将以一种了解消费者生活方式和兴趣的方式来描述消费者，并确保营销和信息内容可以匹配，并根据相关性和消费者兴趣从各种来源和实体传递给他们。重要的是，TAWC将以一种为消费者、营销人员和公司获取最大价值的方式来实现这一目标。该市场证明项目应确立此类智能数据和内容交付平台的市场可行性，确定此类产品的最佳市场切入点，研究所需的技术元素，并创建令人信服的商业模式，在为内容提供商、营销人员和最终消费者提供价值的同时，产生可观的收入流。