Colgate-Palmolive is shifting its marketing approach to a “full funnel” mindset, where retail media activities are aligned with brand marketing teams and budgets. This change is part of the company’s effort to “design the right organization” and streamline its marketing efforts. According to Rob Marcus, senior director of consumer experience for Northern Europe, Colgate-Palmolive has been “continually evolving” its approach to retail media.
To achieve this, the company has restructured its marketing teams and allocated separate budgets for retail media activities. This new approach is seen as a significant step forward in the company’s marketing journey, which has been described as “relatively new”. By bringing together brand marketing and retail media under one umbrella, Colgate-Palmolive aims to improve the efficiency and effectiveness of its marketing efforts.
The company’s full-funnel approach allows it to target customers across all touchpoints, from awareness-building to conversion, and retention. This holistic approach enables Colgate-Palmolive to create a seamless customer experience, building brand loyalty and driving business growth.
Colgate-Palmolive’s efforts to adopt a full-funnel mindset are in line with industry trends, as many companies are shifting their marketing strategies to focus on omnichannel customer engagement and data-driven decision-making. The company’s focus on retail media is likely to benefit from its partnership with retailers, allowing it to gain valuable insights into consumer behavior and preferences.
Overall, Colgate-Palmolive’s “full funnel” approach to retail media marks a significant shift in its marketing strategy, positioning the company for long-term success in an increasingly competitive market. By aligning its retail media activities with brand marketing initiatives, the company can create a more cohesive and effective marketing approach that drives real results.