Home » From chaos to clarity: How CPG brands can harness commerce media for full funnel growth

From chaos to clarity: How CPG brands can harness commerce media for full funnel growth

by Jamal Richaqrds

From Chaos to Clarity: How CPG Brands Can Harness Commerce Media for Full Funnel Growth

In the ever-changing landscape of retail, Consumer Packaged Goods (CPG) brands are constantly seeking new strategies to drive growth and increase sales. With the rise of e-commerce and the challenges presented by fragmented consumer touchpoints, finding effective ways to reach and engage customers has become increasingly complex. However, amidst this chaos, there lies a significant opportunity for CPG brands to leverage commerce media to streamline their marketing efforts and drive full-funnel growth.

Commerce media, a form of digital advertising that allows brands to reach consumers at various touchpoints along their purchasing journey, has traditionally been focused on driving bottom-of-the-funnel conversions. However, as consumer behavior continues to evolve and the path to purchase becomes less linear, commerce media is now making its way up the funnel, offering CPG brands the chance to engage with customers earlier in the decision-making process.

One of the key advantages of harnessing commerce media for full-funnel growth is the unprecedented access to first-party retailer data. Never before have brands had such a wealth of information at their fingertips, allowing them to better understand their customers, personalize their messaging, and optimize their campaigns for maximum impact. By leveraging this data effectively, CPG brands can create more targeted and relevant advertising experiences that resonate with consumers at every stage of the funnel.

For example, imagine a consumer who is in the early stages of researching a new skincare product. By using commerce media to deliver informative content and educational resources, a CPG brand can establish itself as a trusted authority in the space, building brand awareness and consideration among potential customers. As the consumer moves closer to making a purchase decision, the brand can then retarget them with personalized offers and incentives, ultimately driving conversions and sales.

Furthermore, by embracing a full-funnel approach to commerce media, CPG brands can create a more cohesive and seamless customer experience across all touchpoints. This not only helps to build brand loyalty and trust but also ensures that customers are more likely to complete their purchase journey and become repeat buyers in the future. By delivering consistent messaging and personalized recommendations throughout the funnel, brands can guide consumers towards conversion with greater efficiency and effectiveness.

In conclusion, the shift of commerce media up the funnel presents a significant opportunity for CPG brands to drive full-funnel growth and maximize their marketing ROI. By leveraging the power of first-party retailer data and adopting a strategic, customer-centric approach to their advertising efforts, brands can create more meaningful connections with consumers, increase brand awareness and consideration, and ultimately drive conversions and sales. In today’s competitive retail landscape, harnessing the potential of commerce media is no longer a luxury but a necessity for brands looking to succeed in the digital age.

#CPGbrands, #CommerceMedia, #FullFunnelGrowth, #RetailLandscape, #DigitalMarketing

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