What’s more, as AFM builds out its first-party ecosystem and audiences, the enormous amount of consumer data collected in the campaign is playing a significant role in pushing that data strategy forward.
Hershey is starting its holiday promotions early this year, with the hopes that seeding the season will prompt early purchases. In addition to spurring excitement for holiday seasons, it's supporting the digital customer journey with relevant content and recipes to accompany product information on retail websites.
Campbell Soup Company also had success with adapting its marketing content during the December holiday season to focus on new ways consumers can enjoy its products. This strategy shift added up to increased purchase intent and positive engagement metrics, Mark Clouse, Campbell president and CEO, said in the company's most recent earnings call.
Hershey is also monitoring both qualitative signals from consumers and quantitative retail trends, and then leveraging this data to shape its marketing strategies — a tactic it had great success with during summer holidays.
Indeed, many companies are rethinking their efforts to collect consumer data as CG brands are no longer the envy of consumer insights, notes Groh. “For the most part, the retailers, marketplaces and platforms know the consumers far better than most CPGs.”
As a result, more brands are making investments to build out their marketing tech capabilities, especially regarding data and insights collection, with some leaning into engagements that provide valuable first-party data by offering consumers that necessary value exchange. “[They’re] re-grounding in the consumer journey and implementing technologies that enable further automation and personalization across a wide array of marketing use cases,” she says.
“The most sophisticated are moving data to the cloud to enable even stronger utilization of the data across the enterprise,” adds Groh, “breaking down brand and functional silos to improve all aspects of the business.”