In some cases, being wherever the consumer is means selling products to them when they are ready to buy. As CG companies continue their experimentation with direct-to-consumer sales—through their own online storefronts or social media—they will need to start thinking more like the retailers with which they have long partnered. This shift in mindset will require changes in the marketing mix to accommodate increased investments in social media, mobile and other digital channels. Measurement models will need to change as well, as marketers focus on advanced metrics and analytics that measure not just exposure to ads, but also engagement with.
