Successful Campaigns Using CPG Data Insights
Did you know that CPG Advertisers in the U.S. are projected to spend nearly $10B on digital advertising by 2020*? Check out Lotame’s new infographic to learn how to succeed with CPG campaigns!
View the CPG Infographic and Find Out More
Are you targeting a specific audience like working moms who like gluten-free cooking for a specific product or brand? How do you reach them online and off? Your recipe for successfully reaching CPG shoppers means targeting the right mix of data. Mix and match your data segments with focused messaging to help you reach the right audience, in the right geography, at the right time. Consider some of the information you can organize and analyze to optimize your approach to consumers and reach the right CPG buyer segments with your products:
CPG Audience Data- Behavioral Profiles
- Demographic Profiles
- Smart TV Viewership
- Seasonal Segments
- Geographic Layering
- Audience Optimizer
Just having data about your customer base doesn’t necessarily do much for you in today’s marketing landscape. It’s easy to get data on customers, but that information is often fragmented and inaccurate, leaving you with few CPG data insights to improve your marketing. At Lotame, we know how to help you not only collect the data, but also to organize it and activate the proper segments in the right combination to target the customers most likely to make a purchase.
Changes in the CPG Industry and How to Adapt
CPG industry analysis shows that several changes in our society have significantly disrupted the process of marketing and sales in this industry. Knowing the details about these differences is the first step toward keeping your CPG company relevant in changing times. The following are specific challenges and how you can use them as opportunities instead of obstacles:
- Economic changes: Keeping close track of the economic climate is one of the best ways predict the behaviors of CPG buyer segments. Consumer confidence is a leading factor in company sales and growth. Policy changes or uncertainty can, at the drop of a dime, severely impact this factor. Successful CPG companies will keep an eye on the economy and keep a strategy in mind to combat the effects economic uncertainty.
- Advancements in technology: The cloud, in-memory computing, digital capabilities and other enabling technologies benefit CPG companies tremendously, as long as the companies stay informed. Companies can amass data faster, attain access to more detailed reports of consumer behavior and stay connected to consumers through two-way, real-time communication.
- Platforms: Creating platforms specifically for consumer products will keep CPG companies relevant during today’s digital age. Digital product platforms need to engage consumers beyond simple descriptions and promotions of specific products. Travel and retail industries have made these changes — CPG companies need to do the same to keep from lagging behind.
- Customer mindset: The digital world has undoubtedly pulled consumers in more effectively than ever before. The U.S. population of consumers is constantly evolving and is no longer a single homogenous group. Buyers expect treatment as individuals, and they’re less likely to choose mass-produced items. CPG companies can adapt by developing contemporary messages to their customers through digital platforms and using technology to directly bond with young, connected consumers across every aspect of marketing.
Don’t forget to share the infographic socially @Lotame!
At Lotame, we know how to stay agile and responsive to you and to the changing climate of the CPG industry. When you come to us to purchase CPG data insights, we’ll help you access the segments, niches and audiences you need to thrive no matter what changes you face. Because we’re a leading independent Data Management Platform (DMP), we focus on exceptional service and support for every one of our clients. Using our superior technology, we’ll allow you to gather and manage data from several sources in one convenient location.
Unlike many of our competitors, we have no ties to any marketing clouds. You’ll be able to take your data anywhere you need so you can get the most out of your investment with Lotame. Let us know if you have any questions or if you’re looking for something custom. Lotame Data Exchange (LDX) data can be purchased through the Lotame platform and in various DSPs and Ad Exchanges. If you would like to learn more about the Lotame Data Exchange, please reach out to us; we’d love to help. You can reach us at DataSales@lotame.com or request a demo here.
*Source: eMarketer
Updated on November 16, 2017
