We all understand the role of Technology in Marketing for FMCG/Marketing is relatively lower than industries that deal with end-consumers/customers directly such as retail banking or telecommunication. Though a few Retail/FMCG organizations like L.L.Bean et al has CRM strategies in place, it is important to note they have direct-sales channels to interact with customers.

Having said that, it is important to note that it is incorrect to embrace the old philosophy of marketing automation in FMCG/Manufacturing industry is not viable. You might say “So How?”.. Please read up.

Though it is not possible ever to find out who the end-consumer is in multi-tier distribution environment, the model that is prevalent in FMCG/Manufacturing industry, it is absolutely possible to create various strategic segments of customers basis the sales data that can acquired from various outlets from where are the products are being sold.

Once such segments are created, it is quite possible to analyze the performance of each segment and understand the nuances of each as well. In such scenario, it possible to analyze, understand and overcome a potentially valuable ATL (Above the Line Marketing) activity (say Television commercial) at various micro-geographies thus segments. The approach doesn’t stop, due course correction can be done basis the performance of each of these segments by running supplement marketing activities to strengthen the reach thus eventual sales.

To give an analogy, Concorde flights are ideal for long distance travel in short time. However, the same aircraft can be used to reach a couple of thousand miles distance much faster than otherwise. If I were to apply this analogy to the area of marketing automation in FMCG/Manufacturing industry, there are substantial value that can be derived in B2B (typical Manufacturing or FMCG) industries as well, though the benefits reach in B2C environment is much higher - The point to remember is, if you are a retailer or a manufacturer and do not let technology play a role in marketing, your competitor will. In such a case, please do have your sleeping pills on time and avoid “Market Share” nightmares.

Anyway, there is lot more to this. However, I do not intend to give it away over the web. If you happen to read this article and find it making sense, please do drop in a mail with your marketing requirement. I can promise you a theoritical as well as actionable marketing solution*. You can mail me at achearie[at]msn[dot]com

* The actionable aspect will be done with a better-than-the-best Marketing Automation solutions in the world.