As more consumer-packaged marketers build up their mobile know-how, big brands are ditching traditional mass marketing approaches for smaller scale efforts that single out specific groups of consumers.
CPG brands have historically relied on mass marketing tactics with big budgets akin to TV and print advertising that hit the majority of consumers. However, the appeal with mobile is significantly different for CPG marketers around influencing purchases at the point-of-sale, which is causing some to scout out specific demographics of consumers who are increasingly spending more time within mobile applications and sites.
“Mobile is still the most personal advertising vehicle in the world, and sophisticated brands are really starting to understand that,” said Tim Jenkins, CEO of 4Info, San Mateo, CA.
“So they love the idea of serving the right ad to the right person at the right time, and you’ve heard that a thousand times, but CPG seems to understand that better than most, and they are starting to use mobile effectively, and they are also able to tailor their message based on the time of day or what you’re doing or where you are,” he said.
“For example, if you are home at night and you’re couch shopping, it’s a very good time for a brand to highly engage with you with a video versus when they see that you’re now out and about during the day and maybe within two miles of a grocery store. You’re lower in the funnel as far as they’re concerned and it might be better to hit you with a specific offer that would drive you in-store and to the cash register. It’s very difficult to do that with mass marketing.”