Tune in to Time for A Reset
Marketing has never been more challenging than it is today, especially with the pace at which technology and AI are transforming the landscape. The role of a senior marketer is changing, requiring a deep understanding of data, mastery of MarTech, and the ability to work with algorithms across various platforms.
In this new era, a future-proof CMO isn’t just a brand builder; it’s tech-savvy, financially driven, and highly adaptable. The ability to engage in data-driven conversations and view marketing as a revenue generator is essential.
To stay ahead, CMOs must leverage the full power of data and AI. Easily said than done. However, to help you with that, Melanie Huet, the President for Brand Management and Innovation at Newell Brands, shares her insights in the latest episode of Time For a Reset Marketing Podcast.
Whether bringing back together brand and performance marketing or how to leverage AI to help understand customers, Melanie’s thoughts in this regard will help those marketers who are gazing into the future of CPG marketing.
Malaine’s Reset: Bridging the Brand-Performance Divide
In this episode, one of the most striking points Melanie makes is the need to reunite brand and performance marketing. She argues that the separation of these two has been damaging to effective marketing strategies.
As she puts it, “I see brand marketing and performance marketing the same way it should be: one team, one media budget, and one aligned set of goals. And now, when you look at that full funnel of media, they’re right on top of each other. So I’d love to see us bring them back with a holistic mindset that it’s marketing.”
Marketers as Financial Stewards
“I’m a really big believer that marketers need to be financial stewards of the business.”
Why is that? By aligning marketing strategies directly with business goals and demonstrating clear ROI, marketers can avoid being seen as unaccountable spenders.
Instead, they can position themselves as drivers of revenue and growth. This requires a deep understanding of financial metrics and the ability to translate marketing efforts into tangible business outcomes, whether that is related to brand health indicators or revenue.
The Power of Real-Time Data
In an age of data-driven marketing, the CPG marketer has access to abundant real-time information that allows driving insights, planning, and marketing strategies. Even without direct-to-consumer sales, data from sources like Amazon reviews and social media data can be a useful barometer of customer behavior and a way to detect new market opportunities.
Melanie shares the success story of how Newell Brands leveraged data-based insights to launch Sharpie Creative Markers, a Sharpie product that accounted for approximately half of their total creative sales in North America in 2018. By analyzing behavioral and social-media data, the team found insights that shaped the brand’s launch communication strategy that were key to overachieving results with target consumers.
Harnessing the Power of AI
Perhaps the most exciting AI-driven application that Melanie describes is its potential to turbocharge marketing insights. At Newell Brands, she and her team are using generative AI to create consumer segments, or digital personas, based on data that respondents have provided to focus groups. Then, the personas are used to generate digital focus group discussions with high levels of fidelity by accelerating the narrative and analyzing the feedback to appear like real-world responses.
This new way of working can provide insights at a depth that is hard to match with traditional research, at a faster pace, and at a lower cost. It also benefits smaller, younger brands with lower research budgets, effectively democratizing access to consumer insights throughout a portfolio.
Melanie showcases that the future of CPG marketing is both challenging and exciting. However, by embracing the changes above and staying adaptable, marketers can not only keep up with the pace of change but thrive in this new landscape, driving growth and innovation for their brands.
Join us on Time For a Reset: The Marketing Podcast with Global Leaders
Tune in to the latest episode of Time For a Reset: Marketing Podcast – Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, where we sit down with representatives of global brands to uncover the secrets behind driving transformation in today’s rapidly evolving world. From shifting consumer behavior to the increasing importance of marketing in driving business growth, this podcast delves into the strategies and insights that are shaping the future of marketing.
You can read the full transcript episode here.
