Whats Next in Consumer – Centric Marketing?
Consumer-centric marketing (CCM) has become a widely used buzz phrase in the FMCG industry. But what is the current state of CCM – what’s working and not working, and where do we go next? Let’s first ground ourselves in the four basic steps of CCM: insight gathering, segmenting to find the best consumers, targeting marketing & sales efforts to reach those consumers, and finally, measuring results. P&G, Kraft and other leading marketing organizations are driving to more intimate consumer knowledge. This consumer intimacy is resulting in exciting growth in “non-traditional” targeting efforts, such as internet advertising, opt-in email groups, branded entertainment, and even the resurgence of direct mail for larger, multi-brand manufacturers. These highly targeted marketing efforts are alongside the more traditional mass spending methods that are used to get cost efficiency and broader reach. How is the breakthrough consumer insight research connected to your specific selection of mass me
Related Questions
- What are the pitfalls of one-to-one/relationship marketing? Given the constant intrusion in their lives, is there a possibility of consumer backlash in the long term?
- How open is my consumer to the idea of receiving Brand Marketing SMS on her cell phone?
- Is it Time to Re-examine Trends in Consumer Behavior & Marketing?
