One of the most compelling aspects of MarTech in the FMCG space is the ability to leverage artificial intelligence (AI) and machine learning (ML) to predict consumer behaviour and preferences. These insights help brands optimise campaigns in real-time, adapting messages and offers based on changing consumer needs. For example, AI-powered recommendation engines can analyse a consumer’s shopping habits and suggest complementary products, creating a personalised shopping experience that is more likely to convert.
According to a 2022 report by Grand View Research, the global MarTech market is expected to grow at a compound annual growth rate of 19.8% from 2023 to 2030, underscoring the increasing value of these innovations across industries, especially FMCG.
In automating aspects of the marketing funnel, MarTech tools such as customer relationship management (CRM) software, programmatic advertising, and content management systems (CMS) play a pivotal role. CRM software, for instance, enables FMCG brands to track and analyse customer data, from purchase history to engagement levels, allowing for targeted marketing efforts. This data becomes invaluable in segmenting audiences and personalising outreach.
In fact, recent data from McKinsey & Company found that 78% of consumers are likely to make a repeat purchase from brands that personalise, which is crucial in a space where brand loyalty can be challenging to maintain. For FMCG companies, effective CRM use can mean the difference between a one-time buyer and a repeat customer.
