How CPG Brands Can Harness Personalization To Engage Consumers

Tips for CPG Brands

I have recently spoken to many CMOs and Chief Digital Officers of CPG companies (our friends in the UK and elsewhere call them FMCG). They are fascinated by the concept of data-driven dynamic creative and personalization.

After decades of blasting consumers with one size fits all messaging—not just on TV and print (where you had little choice but to do so)—but also on digital channels. The mantra was “maximum reach for the lowest cost” or, in other words, blast ads to every man, woman and child whether or not they will ever be consumers of the product.

A lot of this kind of thinking was perhaps a holdover from the days when there was really only one Claritin, one Colgate toothpaste and one Coke. Brand managers later figured out that some level of product customization was necessary and important, as different sub groups of the target audience were likely to have different requirements. Then, different products were born: Claritin for Kids, Chewable Claritin, Liquid Claritin, Claritin Grape Flavor (both liquid and chewables), Claritin for 12 hours, 24 hours, and so on. This was a brilliant move because this kind of personalization really got consumers to purchase the products tailored for them.

Read the full article

September 22nd, 2017

 

By Diaz Nesamoney

Diaz Nesamoney is an accomplished technology entrepreneur who founded three successful technology companies all harnessing the power of data to power enterprise and consumer applications. Currently Diaz is Founder, President, and CEO of Jivox, a company that provides a technology platform for data-driven personalized advertising and marketing. He was previously Co-founder, President, and Chief Operating Officer at Informatica (NASDAQ:INFA), which he took from a startup to a publicly traded company in 1999. Informatica pioneered data integration software as a category and is now the market leader with more than $1 billion in revenue and a $5 billion market capitalization.

    SHARE THIS STORY!

    RECENT POSTS