CPG brands score on mobile's hypertargeted marketing promise
by Mobile Marketer
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.