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The Rise of the Platform Marketer: Personalize Customer Relationships Within Consumer Goods

As Mike Mojica pointed out in a recent post, "The Real Retail Audience Platform — The Store," when talking about addressability at scale, “The secret lies in converging the digital platforms with the physical platform — to create personalized and engaging experiences at every touchpoint.” But what does this really mean? With today’s shopper, purchase decisions can happen anytime and anywhere. So how can a brand ensure the best possible experience for the consumer? 

As we know, consumers are embracing new technologies at a rapid pace, with the expectation that their trusted consumer goods brands and retailers will extend each experience seamlessly. Shoppers do not want to be spoken to as a group or segment; they want real communication that is relevant and compelling to their needs. These expectations can only be met by having the right resources to build the relevant connection points on multiple levels within an organization. 

  • Shopper Segmentation: Utilizing advanced analytics across multiple channels to creative an omnichannel experience
  • Shopper/Consumer Engagement: The ability to bring relevant creative, messaging, offers, etc., to the right people, as part of a meaningful, personalized relationship

As most consumer goods brands are investing larger amount of marketing budgets toward tactical platforms, the evaluation of shopper response rates by segment, platform, and sales lift (online and/or in-store) is critical – not only for a brand’s ROI but also for the shopper’s experience. It takes the expert skills of a platform marketer to master this dynamic and ever-changing landscape. As a Platform Marketer, our responsibility is to respect and grow our relationships with our best customers.

We also need to expand our reach to those who positively impact the business the most. As great marketers know, not all consumers are created equal. Understanding and monetizing the customer strategy will have a direct impact on a brand’s continued success. This level of personalization that is addressable at scale is not a dream for the future; the capability exists today. Each brand that is willing to make the paradigm shift to become a Platform Marketer will gain a strong competitive advantage within the shopping aisles of their retail partners.  

Mastering today’s new marketing competencies takes more than a few solo test-and-learn methods within various channels. It’s a change in the organization as we know it — a marketing plan designed for me and all that is important to me.  It sounds daunting, and I’ll admit that it’s not going to be easy. But, together, we can start to initiate organizational changes that will drive consumer loyalty and long-term competitive advantage. 

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