The consumer journey is CPG marketing’s ‘North Star’ — and why brands can’t discount promotion strategies
With the exponential growth of AI and the media landscape’s continued fragmentation, savvy CPG marketers are focused on connecting media, promotions and commerce to drive incremental sales. A new study from Circana and Ibotta Inc shows that promotions can deliver measurable incremental business outcomes. Partner insights from Ibotta.
In an era marked by economic uncertainty and evolving consumer behaviors, CPG marketers are being urged to reconsider the relationships between various channels. As AI adoption surges and media fragmentation persists, the focus is shifting towards integrating media, promotions, and commerce strategies to stimulate sales growth. A recent Circana and Ibotta Inc study reveals that promotions can indeed generate quantifiable incremental sales.
Employing methodologies typically utilized to assess media effectiveness, Circana evaluated promotional performance. Chris Riedy, Chief Revenue Officer at Ibotta, emphasized the importance of viewing promotions as complementary to media efforts, stating, "A promotion should not be competitive to anything you're doing from a media standpoint.
It should be complementary, and when executed effectively, that promotion will drive incremental impact." For more insights, readers can explore the full article on digiday.com.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
