FMCG companies are under pressure, especially in their traditional European and American markets. Their marketing and sales executives need to adjust their traditional marketing and sales model, by adding a new combination of digital, direct marketing and multichannel selling.
They need to answer to the anytime/ anywhere shopping habits consumers are developing, by getting in gear for multichannel selling, either via retailers/e-tailers or directly from the brand website to the consumer’s doorstep. They need to ride the wave of the new, digital consumer, and play into the cards of the consumer’s demand for product customization and his expectations of personalized communication.
And that’s where data driven marketing comes in. Data driven, direct-to-consumer initiatives help increase basket size, improve retention, increase brand interactions and result overall in higher consumer engagement. Relevance is of course the key engagement driver, so use all available data to send the right message to the right consumer via the right channel at the right time.