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Marketing Director, Fonterra Brands Indonesia
In the midst of Fonterra’s ongoing campaign to promote its Anlene brand of bone health products, eMarketer’s David Green spoke with Rohini Behl, marketing director of Fonterra Brands Indonesia, about the New Zealand-based dairy cooperative’s strategy to have a conversation about women’s health.
eMarketer: What do you do at Fonterra and how important is digital in that role?
Rohini Behl: I lead strategy, innovation and new product development, and brand equity for Fonterra’s portfolio of brands. Fonterra traditionally spends on TV, but that’s changing. The team right now is mapping consumer journeys. So just as much as we talk digital, we talk in-store. We use the language of the Zero Moment of Truth [ZMOT]—the first moment of truth being at the point of sale, followed by a second moment of truth, which is the product experience. ZMOT is the moment before, which is where [companies] use digital to influence consumers.
Criteria that Influence US Ad/Marketing Professionals to Purchase from a Data Management Platform (DMP), Jan 2018 (index*)
Expected Change in US SMB Ad Spending, by Media/Format, Jan 2018 (% of respondents)
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
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