CG Tech Experts Weigh in on Sales and Marketing Investment Trends
Sales and marketing teams are undergoing significant transformations to adapt to evolving consumer preferences. Dynamic organizations are re-evaluating their technology investments to transition from reacting to change to predicting it.
According to CGT’s recent Sales and Marketing Benchmark Research Report, experts believe that TPM, TPO, e-commerce, retail media, and social media marketing will significantly shape the industry. Strategies positioned for the greatest impact include influencer marketing, social shopping, and hyper-personalization — with many of these using generative AI.
Technology experts share that understanding how to leverage consumer data effectively, and how to accurately measure success, will be crucial for maximizing these strategies.
Building a Culture of Measurement
The rise of AI and advanced analytics has made ROI measurement more complex, but businesses are actively seeking better ways to structure their data. Asif Khan, director of data science at Sigmoid, during CGT’s recent Consumer Goods Sales & Market Summit, recently noted that many organizations are turning to generative AI to navigate these challenges.
Khan said current challenges stem from constantly shifting consumer behavior, which exerts pressure on margins and ROI. Companies should realign their marketing investments to reflect priorities while demonstrating value to management.
“I’m a huge believer that if you don't measure things, if you don't monitor them, if you don't honor them, you cannot enact change. And how many of us are actually measuring and monitoring in order to enact that change, and how do we remove our blind spots through the use of technology?” Panelist Doug Adams, general manager of business applications at Microsoft, posed.
Data-Driven Loyalty and Authenticity
AI tools can also analyze data to inform customer segmentation and loyalty. Customer loyalty results from consistent actions rather than isolated marketing campaigns, said Adams, who also highlighted the need for consistent engagement to foster long-term relationships.
“Loyalty is an outcome of your actions, not just the campaign that you're running,” he said. “So customers become loyal based on your actions, and that consistency of those actions, and a lot of that is something that we all strive for each and every day.”
Nirmal Kumar Dubey, associate managing director of Publicis Sapient, also agreed that understanding individual consumer needs is crucial for effective engagement. While consumers may purchase a brand multiple times, various factors influence their loyalty, necessitating a deeper analysis of data to uncover patterns.
Also read: Learn How Kellanova, Kenvue & PepsiCo Use Digital-First Tactics in Consumer-Centric Personalization
Dubey suggested that leveraging accessible data can significantly enhance understanding of consumer motivations, enabling brands to adapt their strategies and improve engagement effectively. A careful approach to navigating this landscape is essential to avoid missteps.
When engaging younger consumers for future strategies, Adams emphasizes the importance of understanding generational affinities, particularly Gen Z’s attraction to branded merchandise. He urged organizations to capitalize on this by pursuing strategic licensing and brand collaborations that can create new product offerings independent of traditional data metrics. These initiatives can drive significant revenue while supporting broader product innovation efforts.
Though today’s consumers crave authenticity, AI can also enhance customer experience by providing immediate access to product information, such as nutritional data, through automated solutions, said Adams. These simple opportunities, or “low-hanging fruit” address consumer inquiries in real time, ultimately driving sales and improving brand loyalty.
Simplifying Operations
When it comes to streamlining operations, Adams notes a shift from a fear of missing out (FOMO) to a “fear of messing up,” particularly with generative AI.
Overall, organizations must achieve more with fewer resources, focusing on driving revenue and enhancing consumer experiences through efficient retail execution and supply chain management, said Adams, emphasizing the importance of using AI to automate routine tasks and reclaim time for initiatives. For instance, using AI assistants to prioritize emails can improve workflows.
This enables businesses to address critical challenges while maintaining daily operational demands.
