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BEST
PRACTICES
&
STRATEGIES

Manufacturers of Fast-Moving

Consumer Goods (FMCG) face new

challenges in addressing customers

Companies have been able to successfully create a Acxiom opens completely new ways for consumer
large number of brands over the years by making use goods manufacturers to reach their target groups
of linear TV for Fast-Moving Consumer Goods (FMCG), across channels and measurement of a campaign’s
which are consumer goods from the areas of food, success.
beverages, hygiene articles, cosmetics and cleaning Check out Acxiom’s tips on how to implement a
agents. In times of streaming services, however, this targeted customer approach as it could be useful when
option is getting less effective and forces the FMCG planning your next campaign:
industry to establish a direct relationship with their
customers, which means their advertising must become 1 Use any transaction data available for
more individual and digital. directly addressable lookalike models

However, due to the lack of transaction data in retail, Based on transaction data generated in FMCG
the industry has only limited insight into what respective online shops, for instance, lookalike models can be
target groups look like and what shopping behavior created and translated to the entire population.
they display. While companies from the verticals These analytical models work out in a statistical
(automotive, finance/insurances and telcos) know their way how the buyers of a certain product differ from
customers, only a fraction, if at all, of customers is the average. With its people-based approach,
known in the FMCG area, including their transactions in Acxiom has created a way to make these lookalike
the online shop.
models available directly on all channels - in any
scaling: for instance, interlinked advertising
For this reason, consumer goods manufacturers work
with market research companies, like the data service approaches via the channels display, social,
provider Acxiom, that offers new customer approaches. mobile, but also via email and postal services.
Famous for its people-based marketing,

August 2020: people-oriented communication strategies and social networks 18