MediaMath interviewed three executive level consumer packaged goods (CPG) marketers to identify how programmatic has helped them overcome challenges and disruptions in the online shopper marketing space. The report, “Why CPG Marketers Need To Embrace Digital Shopper Marketing,” reveals how these marketers implement programmatic into their overall marketing strategies to maintain a competitive edge, both in terms of sales and brand recognition. CPG marketers are faced with many complex challenges but have the means to overcome those challenges and are eagerly doing so to remain top of mind to online and offline consumers in a competitive market.
Marketers are living in an incredibly exciting time. The linear customer journey, from brand discovery to point of sale, has been completely upended by the hyper connected, digitally savvy, well-informed consumer. Traditionally, in-store shoppers would make a decision about a product within 3-7 seconds, which is the same amount of time to notice a product on a shelf.
Today, the digital shopper is using tools like search and social media across devices to make their purchasing decisions. Because of this, it’s crucial that CPG marketers are fully able to understand the “how,” “why,” and “what” that drive these online shopper decisions. The CPG marketers interviewed leveraged data to produce rich insight in the following ways:
• Applying rich analytics to measure the consumers’ whole path to purchase
• Layering data over media buys to customize messaging
• Reaching audiences directly to drive awareness
From the early adopter to the digital new comer, the three marketers interviewed share their competitive edge in common. They’ve kept up with the new customer journey revolution and have put their data based shopper insights to use in order to drive revenue and maintain brand awareness.
Download the full white paper to learn more about how these CPG marketers drive prospects and customers to action.