The world of marketing is constantly evolving, and the emergence of first party data-driven marketing has brought about a paradigm shift in the way brands communicate with their customers. For Consumer Packaged Goods (CPG) with negligible direct-to-consumer marketing this has meant revisiting how they speak to consumers to bring in the power of 1st party data. In this article, we will explore the different engagement-led data collection strategies for CPG brands, the benefits of collecting privacy-proof 1st party data, how to utilise it for effective digital marketing campaigns, and take a look at the role of Customer Data Platforms (CDPs) that can help accelerate the CPG advertiser’s data maturity.
