One of the primary reasons MarTech is so critical to the FMCG industry is its capacity to optimise the entire marketing funnel, from awareness to conversion and loyalty. Automation tools handle routine tasks such as email marketing, social media posting, and data collection, freeing marketers to focus on creative strategy. In a dynamic market where the average consumer’s attention span is limited, MarTech ensures that the right messages reach the right audience at precisely the right moment. McKinsey research shows that automated campaigns can result in a 25% increase in sales compared to manual methods, mainly because automation enhances responsiveness and personalisation.
Finally, as consumer expectations evolve, MarTech helps FMCG brands maintain relevance. Today’s consumers value convenience, speed, and relevance in their brand interactions. For FMCG brands, MarTech makes it possible to deliver on these expectations, reinforcing customer trust and fostering loyalty. According to a Salesforce report, 76% of consumers now expect companies to understand their needs and expectations. This trend is particularly pronounced in FMCG, where brand loyalty can be fickle and margins slim; by leveraging MarTech, brands can foster closer relationships with their customers.
