Programmatic advertising, another MarTech innovation, automates the buying and placement of ads, enabling FMCG brands to reach highly targeted audiences across digital platforms. Through real-time bidding, programmatic advertising finds the best placement for an ad based on audience relevance, minimising ad spend wastage. In FMCG, where advertising budgets are often tight and must be strategically allocated, the ability of the programmatic to optimise costs while enhancing reach is transformative.
A report from eMarketer shows that programmatic ad spending in the FMCG sector grew by 23% in 2023, signalling its rising importance for brands seeking efficient ways to engage specific demographics.
Moreover, MarTech innovations have opened up possibilities for FMCG brands to seamlessly bridge online and offline experiences. The use of data analytics to track consumer interactions across channels—be it social media, in-store, or mobile apps—enables a cohesive, omnichannel strategy. A 2023 survey by Deloitte highlighted that 45% of consumers expect to switch seamlessly between online and offline shopping experiences.
MarTech solutions make this possible by providing insights into consumer journeys, allowing brands to anticipate needs, tailor offers, and boost engagement. In the FMCG market, where purchase decisions are often spontaneous, this ability to engage consumers across multiple touchpoints is invaluable.
