Building an Integrated Marketing Platform: Leveraging IT to Drive Marketing ROI

Creating and executing effective marketing programs in the consumer goods/retail industry has never been more of a challenge than it is today. Consumers are diverse, demanding, fragmented, and are being bombarded with marketing messages delivered through a host of old and new media. When consumers actually do buy a product, they do so through a growing number of sales channels, diffusing marketing's impact and making it tougher for CG companies to establish consistent brand identities. And with traditional retailing formats undergoing rapid change, an added complication is that both consumer goods companies and retailers must now tailor their marketing efforts not just to a consumer's need, but to the particular shopping experience he or she uses to fulfill that need.