Adrian Peter Tse
Mar 2, 2016

Be bold, scale content in connected yet fragmented world: Fonterra

HONG KONG – As consumer behaviours change, Anindya Dasgupta, global chief marketing officer at Fonterra, sees that old marketing concepts are disintegrating and that new ones are taking their place. For marketers, being bold with brand content is just the start.

Dasgupta on stage at Media360 Summit

On stage at Media 360 Summit in Hong Kong, Dasgupta stressed that demographics and psychographicstwo of the most fundamental approaches to consumer marketingis no longer effective.

“Today when I’m trying to sell an organic product, I do not look at a demographic segment,” said Dasgupta. “I look at the sort of people that are being influenced by health like people that are into yoga and are taking that as a lifestyle trend.”

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