Consumer products marketing has experienced a profound change over the last 5 to 10 years, from a world dominated by large global brands and established TV and big-box retail models to a world that’s quickly much more complex, with a proliferation of brands, channels and marketing tools. Technology’s disrupted the industry in three ways. Firstly, it’s disrupted the way consumers engage with brands. In the UK and the US now, over 60% of consumers discover brands.
There are five areas that we encourage CMOs to look at. The first is, what are my future-back platforms that will lead growth for the next 5 to 10 years? Taking today’s profit pools and forecasting them present forward just won’t capture the level of disruption that’s impacting these industries.