Consumers today have numerous options to choose from and want relevant offers across all channels. Companies across industries need to connect with the consumers to know them better and have one-to-one dialogues with them to develop meaningful relationships across multiple geographies, segments, channels and brands. Dialogue marketing can play a crucial role in making CPG marketing effective. It is about sending personalized messages to consumers consistently across channels.
The CPG marketing strategy requires marketers to contend with a raft of complicated inputs—from a dynamic channel mix and multiple brands to an unprecedented data influx and geographies with diverse languages and cultures.
An effective one-to-one marketing campaign requires a combination of strategies, data, analytics tools and automation technologies. CPG marketers must use these together to get a real-time and cost-effective action at scale that balances global brand identity with local market influences.
This point of view discusses in detail the importance of dialogue marketing in the digital age and what should companies do to be successful in their CPG marketing goals.