Why the New Attention Economy Demands a Data-Driven Shift
There was a time when scale meant success. FMCG brands could rely on one big campaign—usually anchored by a high-budget TV ad—and expect awareness, loyalty, and sales to follow. That playbook is outdated.
Consumers today are different. They’re hyper-connected, constantly distracted, and more selective than ever. They tune out traditional advertising. They gravitate toward brands that feel close, personal, dynamic, and responsive.
To win in this landscape, FMCG brands need to shift from broadcasting to listening, from spending on awareness to investing in insight, from acting like media companies to thinking like data companies.
“In five years, any FMCG brand not grounded in a data-first digital strategy simply won’t exist,” says Leye Makanjuola, CEO of Intense Digital.
Digital Transformation Isn’t Enough, You Need Data-Led Thinking
Using digital tools doesn’t mean you’re making digital decisions. That’s where many FMCG teams are stuck. They’ve got the platforms. The dashboards. The campaigns. But the intelligence layer is missing.
Here’s how the most innovative FMCG brands are already rethinking digital:
- They don’t wait for feedback; they build systems to collect it in real time.
Whether it’s brand sentiment or category conversations, they spot changes early. - They break silos between media and creative.
A TikTok post, a YouTube ad, an in-store display all stem from one strategic narrative and adapt in response to performance data. AI is changing how brands create and scale campaigns, and the most agile teams are leaning into that. - They stop targeting personas.
Instead of chasing broad categories like “Gen Z snackers,” they focus on context: a 3pm craving at work, a Saturday morning grocery scroll, a gym bag moment.
They optimise for coherence, not just reach.
Every digital touchpoint echoes the same message. Different formats, same story. Harmonising messaging across channels builds consistency and trust.
How to Build Your FMCG Data Strategy (Without Getting Overwhelmed)
Starting the transition doesn’t require a full overhaul. But it does demand intention. These four steps can kickstart the shift:
- Audit Your Current Signals
Don’t just track clicks. Look at dwell time, content sentiment, and social SOV. Where are you gathering insight, and where are you flying blind? A digital intelligence audit can help uncover those gaps. - Test Before You Scale
Treat every piece of creative as an experiment. Small, fast, and measurable beats big, bloated, and unresponsive. - Invest in First-Party Relationships
The end of third-party cookies is real. Build your data ecosystem through SMS, loyalty perks, zero-party polls, and gated content.
4. Work With Teams Who Can Translate Data to Action
Whether internal or agency-side, the right people can bridge strategy, creative, and analytics, and ensure no signal goes to waste.
The Brands That Win Will Think Faster, Not Just Move Faster
What’s coming isn’t just another shift in marketing channels. It’s a shift in mindset.
Brands that view digital as a linear path from awareness to conversion will miss what’s happening: a nonlinear, always-on dialogue. Relevance now means learning in public, reacting in real time, and knowing when to speak—and when to listen.
And the ones who master this? They won’t just stay relevant. They’ll lead.
If you’re serious about rethinking how your FMCG brand listens, learns, and grows. Talk to the Intense Digital team about building your data-led marketing strategy.
