By Richard Kelly

Like many working in ecommerce, I was not in the least bit surprised by Nescafé recent online transition to a Tumblr-only platform. Nescafé was quick to describe the brand website as ‘dead’, not a total shock for those of us in this space.

There’s been an almost unspoken acceptance that many elements of online marketing have failed to live up to expectations, particularly for FMCG brands. Nescafé appears to have not only publicly admitted this but has actually taken steps to address the issue.

For too long now FMCG brands have relied on passive websites, social noise and display ads to Read full story ›

Source: The Drum