When developing your CPG marketing strategy, the right place to start is with these questions:
- What consumer data do you have?
- What are your goals?
With a clear understanding of your data and goals, you can begin activating that data in effective, personalized campaigns that drive engagement.
As a Principal Solutions Consultant for Emarsys, this is foundational advice I share with marketers. But data and goals are just the beginning when you’re creating an engaging CPG marketing strategy.
The following five chapters (each under 3 minutes) in this series offer practical advice and real demonstrations. I’ll help you uncover what it takes to develop a CPG marketing strategy that drives real outcomes and long-lasting loyalty.
Contents:
1. Omnichannel for CPG Marketing Strategy Starts with Data
2. Grow Acquisition with Progressive Profiling & Dynamic Content
3. Drive Engagement with Re-Targeting Segmentation
4. Scale Loyalty & Retention with Marketing Automation
5. Measure the Success of Your CPG Marketing Strategy with Campaign Analytics
Conclusion: “Be Resourceful, Create Opportunities”
1. Omnichannel for CPG Marketing Strategy Starts with Data
Omnichannel engagement means connecting the experience across channels and delivering content that’s tailored to your consumers. But how can marketers develop their understanding of consumers when there isn’t a direct point of sale?
Key Takeaways:
☑️ Know your data and your goals.
☑️ If you can build an audience, you can send a message.
☑️ By taking signals from consumers and putting them into practice, you can build engagement.
2. Grow Acquisition with Progressive Profiling & Dynamic Content
A strong personal relationship develops gradually over time. This is true not only between people, but also between people and the brands they love. Using progressive profiling will help you gather data so you can use it to continually adapt to your consumer.
Key Takeaways:
☑️ Want to know what consumers are looking for? Just ask!
☑️ When planning any use case or campaign, think ahead to the next stage.
☑️ As you listen to your consumers, adapt your conversation based on what they’re asking for and how they’re interacting with you.
3. Drive Engagement with Re-Targeting Segmentation
Let’s get into some demonstrations!
Key Takeaways:
☑️ We’re able to take in all sorts of little signals that might be happening around your digital ecosystem.
☑️ With the Emarsys block-based editor, you have the ability to create targeting based on segment criteria.
☑️ Push live text into campaigns based on consumer data points in order to make it more personalized.
4. Scale Loyalty & Retention with Marketing Automation
When engaging with your many consumers, personalization must be able to scale, which is why automation is a critical component to any CPG marketing strategy. Automations also need to be easy to build so marketers can react rapidly to sudden changes in the market.
Key Takeaways:
☑️ A re-targeting campaign can be based on a consumer’s behavior on web, mobile app, email, and social media, creating a truly omnichannel experience.
☑️ Build trust and loyalty by validating and respecting consumers’ permissions for engagement.
☑️ Programs at Emarsys can be as simple or as robust as your team needs to build to orchestrate the user experience that you would like to accomplish.
5. Measure the Success of Your CPG Marketing Strategy with Campaign Analytics
Everyone loves seeing the fruits of their labor, and of course you need to be able to share those results with your higher ups.
Key Takeaways:
☑️ There isn’t one right way to do reporting — it needs to fit your use cases and KPIs.
☑️ Emarsys is an open data product; our data warehouse is built on the engagement data we collect on your behalf.
☑️ We also offer numerous reports, including campaign analytics, aggregate reports, custom reporting, and much more.
Conclusion: “Be Resourceful, Create Opportunities”
Personalized omnichannel marketing is not a pipe dream — but it does take some creative thinking, the right technology, and a drive to put the consumer at the center of everything you do. Book a demo and take the next step in transforming your CPG marketing strategy!
Other Articles in This Series:
