While most companies realize the importance of social media advertising and targeting, it seems one industry is lacking in first-party relationships with their customers – CPGs (consumer packaged goods). By using historical location data, CPG marketers can deepen their understanding of their target audience, as well as reach them with relevant advertising. The combination of mobile plus data creates the ability to find the right people directly on the device they spend the most time with and to deliver relevant messaging at the right time.

For example, for a person that is 3.7 miles from the nearest Dunkin’ Donuts, location data allows advertisers to show someone they are close to this Dunkin’ Donuts and to create an offer to drive more interest. This is still an effective advertising strategy for the right campaigns.

Social Media Engagement
Despite being in an industry where visual marketing is extremely vital to brand messaging, 29% of CPG brands analyzed did not have active Instagram pages. And compared to other industries, CPG brands are not very invested in Twitter or Facebook engagement. As a result, CPG brands get among the lowest volumes of interactions from their audiences.
Social media is vital because it gives insight to an audience’s attitudes and needs regarding products, brands and competitors. CPG marketers can utilize social media feedback to refine their campaigns and open up the potential for increased engagement and brand awareness from their audience segments and beyond.

One successful strategy is to post social media content at times when your audience is most active. Brand-owned social channels post over 80% of their content between 8 a.m. – 5 p.m. but research shows that consumers are just as active in the evening as during normal working hours. Analyzing social media activity and data can help you streamline your social media marketing plan.

Another good example of how a marketer could utilize audience data and social media is Nike’s recent campaign featuring Colin Kaepernick. They could evaluate the increase/decrease at their retail locations, measure those audiences over time and blend this data with their social media analytics to determine specific segments they’d want to either win back or reward for their loyalty.

As the mobile advertising industry continues to mature, CPG brands should commit to making use of location data and social media to understand, reach and convert their audiences. This may be a trend during the 2018 holiday shopping season, with these advertising strategies being utilized to convert casual shoppers into loyal fans.

The face of customers is evolving rapidly due to aging, emerging global markets, and the constant ebb and flow of consumption trends. CPG companies must have their finger on the pulse of their changing consumers and consumer needs, behaviors, and preferences