The FMCG (fast-moving consumer goods) industry is a notoriously difficult market to penetrate, especially when raising campaign awareness. That’s why getting prime real estate for your digital advertising campaigns is a must if you want your brand to stand out amidst a sea of competition.
Today’s reality for Filipino FMCG customers
Because customers of this industry are high-speed purchasers, their purchase trigger is not actually through extensive research of competing brands—rather which brand reaches them at the right time when they need it the most. Most Filipinos have even switched brands in search of value for their hard-earned money with 71% of Filipino buyers attributing the sudden shift in their FMCG brand preferences to rising prices and inflation.
A whopping 80% of Filipinos also intend to continue their retail shopping online for convenience and accessibility, which explains why a massive majority of advertising efforts have moved online. While this might prove problematic seeing as your brand now has to share marketing space and compete for the buyers’ attention with millions of competitors, there are ways to cut through the noise and still allow your brand to connect with your demographic and come out on top.
Maximize your ad spend with smarter targeting
We are long past the “numbers game” era of advertising where brands would pour massive amounts of their marketing budget into setting up billboards in as many high-traffic areas as possible and running their latest TV commercial during primetime hours, praying for the right customers to see their material. In today’s competitive landscape, modern marketing tools empower you to meet your customers where they are by setting specialized and precise targeting. This lets your brand hone in on meticulous buyer behaviors and go so much deeper into specific target demographics, allowing you to resonate with buyers and raise brand awareness like never before.
Why the FMCG industry should leverage deeper targeting
- Advertise on a data-rich platform
Data is the solid foundation upon which any advertising campaign is built, this goes doubly so for a campaign that utilizes targeting parameters. And with fast-moving retail goods being in such high demand, the data required to keep up with that demand needs to be just as large and just as deep. This is why social media channels have started cornering the market of advertising spaces as they promise brands the ability to leverage user data for their marketing efforts. But what is often overlooked are the potential advertising opportunities on finance apps like GCash. With over 96 million active monthly users, you can set hyper specific targeting parameters based on verified demographics and real-time spending habits. And that’s on top of foundational customer variables such as age, gender, and class among other key variables.
- Gain a better understanding of your demographics
No two buyers are alike even if they buy the same product, as these buyers might have different reasons for choosing your product. Some people buy FMCG products for personal use, others might be buying them for their family, while others could be buying for reasons completely removed from the first two. That’s why getting into the heart of that reasoning and being able to organize potential customers based on their purchase triggers are vital. You can use target parameters as a basis to develop a deeper insight into your target markets. With said parameters, you can categorize your diverse pool of shoppers into easier-to-digest affinity personas such as Value Shoppers who are always after a sale or hardworking Mothers who take charge of their entire family’s expenses. These are just a few examples of over 50 pre-set affinity personas that you can utilize through GCash. Overall, this targeting method can help set the direction of your campaigns as it allows you to have a clearer vision of who you are selling to and what makes them tick.
- Make launches and sales more meaningful and impactful
Launches and sales can often make or break an FMCG brand’s fiscal performance. You can invest a considerable amount of time and effort into your next brand-defining marketing effort, but end up preaching to the wrong choir. With the right parameters in place to guide your brand, your product launches can create a massive impact as you target consumers who are most likely to resonate with your latest products. This works doubly for sales and mega deals as they target consumers based on their spending schedules, meaning you’re serving up ads to those more likely to proceed with their purchase and generate conversions. These are just a handful of use cases that show how targeting parameters can be an invaluable tool in the fast-paced world of the FMCG industry.
How to start implementing deeper target parameters for your next campaign
It’s simple. Make the most of platform-specific advertising services like GCash Ad Solutions.
With Ad Solutions, you’re not only leveraging targeting parameters but also a whole suite of powerful data-driven marketing tools that bring your brand front and center directly to the consumers who want you the most. Simply put, Ad Solutions empowers FMCG brands to raise awareness more efficiently by intelligently honing in on specific demographics, instead of simply casting a wide net, to maximize attention and truly increase both awareness and engagement from your customer base.
Learn more about how your brand can take your marketing to the modern age with GCash Ad Solutions.
