Brand and marketing executives at consumer products companies have faced significant shifts in the market landscape in recent years. Consumers now expect more personalized content, convenience, and fair-trade sourcing, and they are researching and shopping through multiple channels at any hour. As a result, traditional marketing playbooks are becoming less applicable to these emerging consumer trends.
To adapt and modernize, marketing organizations must take specific steps to navigate the new terrain effectively.
Our research and work with consumer products companies highlights nine areas that are critical to success (see Figure 1). These areas include developing specialized expertise, integrating activities among functions, and adopting dynamic approaches to decision making and governance.
No single solution or approach will work for every company, so marketing executives must choose the areas that are most relevant to their business and sequence them appropriately.
Brand managers must have depth as well as breadth, including being conversant with advanced analytical tools and data from third-party panels, media platforms, retailers, and alternative sources.
More details: See hereTo adapt and modernize, marketing organizations must take specific steps to navigate the new terrain effectively.
Our research and work with consumer products companies highlights nine areas that are critical to success (see Figure 1). These areas include developing specialized expertise, integrating activities among functions, and adopting dynamic approaches to decision making and governance.
No single solution or approach will work for every company, so marketing executives must choose the areas that are most relevant to their business and sequence them appropriately.
Brand managers must have depth as well as breadth, including being conversant with advanced analytical tools and data from third-party panels, media platforms, retailers, and alternative sources.
Brand and marketing executives at consumer products companies have confronted big shifts in the playing field in recent years. More consumers expect more personalized content, convenience, and fair-trade sourcing. People shop, research, and check out content at any hour, through multiple channels. Determining which e-commerce platform merits the next advertising dollar has become more complicated. As a result, traditional marketing playbooks that depend on what has worked historically become less applicable to these emerging consumer trends.
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