We’re now in an era of digital marketing where Consumer Packaged Goods (CPG) brands have the opportunity to cultivate direct relationships with their consumers. Not just groups defined by demographics, but individual members. Loyalty and trust will flow to those brands who demonstrate they understand their consumers best.
The key is using richer consumer data in more nuanced ways. First- and third-party data from social networks allows brands to obtain a degree of clarity about individual consumers that isn’t possible with traditional demographic information.