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

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 and
informational 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.