With shoppers experiencing a constant barrage of messaging, adverts need to arrest attention and be delivered in the right context to stand a chance of being seen by consumers. At the same time, competing retail brands are running their own ad campaigns. GfK campaign performance research reveals that consumers see adverts from an average of three different CPG retailers and two different T&D retailers every three months. This means that, in any given month, an ad is fighting for attention against one or more competitors.
As shoppers need to be constantly convinced that a retailer is best suited to meet their needs, how and where does that retailer convey its messages?
The other answer is to develop a robust omnichannel strategy. Accessing comprehensive data on campaign performance is key to knowing what channels and messaging to activate. This is easier said than done. GfK research shows that only one in three CMOs are confident in their data sources. The same research reveals that 80% of marketing leaders see data and analytics as vital to winning and retaining customers. There’s a tension here: to succeed, marketers need data. But they don’t always trust their data sources. The solution, then, is to find a data source that can be trusted. One that provides a bird’s-eye-view over campaign performance and enables retailers to identify which channels and messaging deliver results.
