PepsiCo Martech Leader Unveils Marketing strategies

PepsiCo Martech Leader Unveils Marketing strategies

Jerome Tillotson highlights on PepsiCo Marketing strategies & three game-changing technologies that brands need to invest in and bring together. According to a new eConsultancy report, in partnership with Cheetah Digital, entitled 2022 Digital Consumer Trends Index: Consumer Attitudes and Trends in Personalisation, Privacy, Messaging, Advertising and Brand Loyalty, consumers are rewarding brands that make personalisation a priority. To remain competitive in today’s signal-saturated world, marketers need to deliver relevant, personalised content throughout the customer journey. More than half of the respondents said they would trade personal and preference data to feel part of a brand’s community.

At the same time, there’s been a near 50% increase in consumers who feel frustrated with a brand that does not recognise their unique desires and needs in its personalisation strategies. Furthermore, real-time offers and content can be 10 times more effective than traditional outbound marketing campaigns. In a special edition Thinking Caps podcast, Tim Glomb, VP of Content and Data at Cheetah Digital, recently sat down with Chris Muscutt, Head of MarTech at PepsiCo, to discuss the ins and outs of what it takes for marketers to drive more personalised experiences in today’s data-driven, digital environment.

Unpacking the personalisation journey - For years, brands have been perfecting personalisation strategies that resonate with consumers and make them feel like individuals. For many B2C brands like PepsiCo, classic personalisation has meant plugging simple forms of data like email, names, addresses or recent purchases into outbound channel communications to ensure touchpoints are viewed as timely, relevant and contextual.

Personalisation marketing tools rushed on the scene more than 15 years ago to help marketers more effectively engage with consumers in digital channels like web, social and mobile. These tools help marketers test out different colours, icons, images and offers on websites to optimise the consumer journey.

Big organisations like PepsiCo have mountains of data, and it can be hard to find and make sense of it all. While the process improves as technology advances, Chris says, it’s still a struggle to secure insights. And he’s not alone. According to a CDP Institute member survey, 63% of marketers can’t assemble unified customer data. Even more, Gartner research reveals that 58% of marketers say integrating customer data is a major obstacle in their multi-channel strategy.

Despite the challenges, getting personalisation right remains a massive opportunity for brands, big and small. According to McKinsey, personalisation as a strategy has the potential to create upwards of $3 trillion in new value.

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