In recent years, most Consumer Packaged Goods/Fast-Moving Consumer Goods (CPG/FMCG) brands have embarked on large-scale digital transformation projects to identify and understand who is buying their products. As a result, marketers in this industry often have large amounts of data at their disposal. The challenge then centers around being able to act on these insights to improve customer interactions.
This client panel looks to discuss how CPG/FMCG brands, utilizing direct-to-consumer marketing, can put the consumer at the center of all strategy and activity, meeting their increased demand for authenticity and personalization.
Keith Lehman is the Global Digital Strategy Lead at Hill’s Pet Nutrition (part of Colgate-Palmolive). Hear more about the broader data journey Hill’s Pet has been on as they develop better and more meaningful ways to reach their two key audiences: Pet Parents and Pet Professionals. This data journey is even more impressive when the global and local market needs are taken into consideration. Hill’s Pet is confidently building on more robust data sets and using them to create better content, messaging, and experiences.
Umberto Torrielli is the CSO and Co-Founder of Silverbullet, one of Marigold Engage+’s top partners. Silverbullet is a new breed of data-smart marketing services, designed to empower businesses to deliver their marketing better, faster, and smarter through the application of technology. Umberto elaborates on this and also what it means for those implementing a cohesive and comprehensive data-driven engagement strategy within CPG/FMCG.
For some real choice cuts and highlights, continue scrolling through the below.
First Half Thoughts of GOLD from Keith
Keith takes us through some of the challenges that surround implementing a comprehensive CRM and data strategy, from global to local – macro to micro.
CPG/FMCG brands can no longer avoid building out their own direct-to-customer relationships. Hill’s Pet is using their unique position of understanding pet culture to really stand out in the market, with data helping to drive this.
In-store digital is one of the most underused marketing channels in this space, where offline and online meet.
Full Uncaged Wisdom podcast with Keith Lehman
Second Half Thoughts of GOLD from Umberto
With Silverbullet’s expertise in this area, Umberto shares his thoughts on how CPG brands can establish deeper relationships with their customers and the strategies they should look to implement.
In the past 12 months, the shift has been towards implementing technologies that focus on better utilizing consent driven first-party data, a move away from reliance on third-party cookies. Umberto runs through some of the many benefits of this change.
Data is at the heart of any good customer-centric strategy. Data is the fundamental building block, if you want to communicate to individuals in meaningful ways marketers must understand their wants, desires, and needs.
Full Uncaged Wisdom Podcast with Umberto
Find the full panel discussion below.