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'Click and connect' with consumer products consumers

Driving purchase and brand loyalty in a digital-first world

​Effective digital marketing reaches beyond shifting ad dollars and measuring page views. Find out how to effectively reach consumers using targeted content in both digital and traditional delivery channels.

Develop a holistic strategy

A winning strategy requires one that is cost-effective, leveraging targeted content and delivery channels. Between poor timing, inauthentic messaging, incorrect usage of engagement channels, and an uptick in ad blocking software, we are finding that many consumer product (CP) companies are missing prime opportunities to connect with customers.

Our latest article puts a spotlight on the four areas that can help CP companies engage with consumers in a fast, granular, and connected way:

  • Big data and analytics
  • A new integrated media model
  • Personalization in targeting offers and communication
  • Seamless execution across channels

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Connect and engage with consumers

CP companies have a challenge: Engaging with consumers who are ultimately distracted and always connected is an increasing challenge for CP companies. They must influence their journey from initial awareness to the purchase decision, the product use, and, ideally, product reuse.

The new reality:

  • Fifty-six cents of every dollar spent in a store is influenced by a consumer’s digital interaction.
  • $.37 of in-store sales are influenced by consumers using their mobile devices. 
  • Fifty-five percent of millennials and 44 percent of non-millennials report use of a digital device during their shopping trips.
  • Online consumer packaged goods (CPG) sales are projected to grow to $42 billion by 2020 and $88 billion by 2022, up from $11 billion in 2015.
  • The e-retail share of food and beverage sales in 2020 is estimated at 2.7 percent of total US e-retail.
  • Shoppers are 29 percent more likely to make a purchase the same day when they use social media.

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Successful CP companies will develop digitally enabled capabilities to engage and drive desired behavior during the moments that matter most in the consumer journey.

Be fast, granular, and connected

Winning CP companies in a digital-first world will require new capabilities that enable them to be:

  • Fast: Ability to move quickly, with agility, to sense and respond to consumer changes, disruptive competitors, and market conditions at the ever-increasing speed of the business cycle.
  • Granular: Ability to access data and analytics to provide a hyper-local, real-time view of growth pockets, with pinpoint execution visibility, driving strategic and tactical marketing decision-making.
  • Connected: Ability to leverage “always-on” connectivity across the ecosystem of consumers, customers, and employees to increase agility, provide transparency, and deepen engagement.

Since shifting dollars to digital is likely not enough to drive improved engagement, sales, and marketing return on investment (ROI), how could CP companies be changing their marketing model to be fast, granular, and connected?

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Winning at CP marketing is about investing resources beyond digital media to optimally leverage targeted content in both digital and traditional delivery channels as part of a holistic strategy.

Commit to click and connect

​Clicking and connecting with consumers in a digital-first world requires a few actions. First, CP companies must cost-effectively leverage targeted content and delivery channels as part of a holistic strategy. They must use traditional and new ways of marketing to drive demand along the path to purchase. It is not necessarily simply about shifting spend. Third, they must invest to develop and institute new, innovative, scalable capabilities to make the company faster, more granular, and connected–and to reap the benefits in brand equity, share, and ROI.

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Develop and institute new, innovative, scalable capabilities to make the company faster, more granular, and connected.

Get aligned, get focused, get moving.

Learn more about our Marketing Capability Lab.

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