Most marketing skills can be transferable and used in various sectors, however, when it comes to working within the Fast-Moving Consumer Goods industry, your ability to conduct in-depth marketing research and pick, take apart and analyse statistics will elevate your career. Alongside the technical skills that are highly-sought after, your personality traits and qualities will be highly regarded – building solid relationships externally is key to a successful career working with an FMCG company. 

We’ll look at some of the marketing skills that the FMCG market is currently seeking. 

Market Research 

Market research is probably one of the most important skillsets for a marketer to have. This involves gathering information about existing consumers and using that same information to not only identify problems, but also find solutions. 

The most popular forms of market research consist of some of both Exploratory research (Interviews & Focus group discussions) and Conclusive Market Research. 

This helps get an insight into the potential problem by gaining feedback from online focus groups, social media polls or questionnaire’s and surveys.  

Data Analytics 

Analysing data is a valuable skill to have and is required in most marketing positions. Along with market research, deeper insights into customer behaviours, allow FMCG companies to assess and improve the effectiveness of their marketing – finding a solution to potential problems as a result. The five types of analytics are: 

• Descriptive
• Diagnostic
• Predictive
• Prescriptive
• Cognitive analytics

Data Analytics is helping the industry by allowing FMCG business have a better idea of target customers and anticipate consumers’ needs – improving the customer experience as a whole. 

Digital Marketing (all-round) 

One of the biggest benefits digital marketing can have on an FMCG business, is the ability to use various digital marketing strategies to target potential customers who are searching for specific products online. In the process of targeting potential customers, marketers can help brands create loyalty between customers and brand, by tailoring valuable content to the customer. 

From developing a content strategy, to designing a website to enabling eCommerce and investing in influencer marketing, FMCG brands need to establish themselves online with strong strategies. 

Consumer Insights

Once marketers learn how to pick up consumer insights, this art can be perfected over time. Putting yourself in the consumers shoes can be a very useful and somewhat the make or break of the relationship. 

By collecting behavioural insights such as: web behaviours, email responses, transactions, demographics), this gives brands a chance to remove any black holes in the customer journey. By delivering such consumer insights, marketers are able to deliver value to their customers and as a result, produce effective marketing campaigns. Some of the other benefits to be gained by gathering consumer insights include: 

• Increased profits
• Improved public perception
• Brand recognition and engagement
• Improved targeting

Distributor Relationships 

Technical skills produce the output of your success. Your brand engagement, marketing campaigns and loyalty rewards – it’s what your consumers see. However, being able to build effective relationships is just as important. There is likely to come a time where staying in touch with the retailers, wholesalers and distributors of your company  is necessary. 

Being able to listen to them and being proactive in solving their problems is a critical skill that you need to learn. Marketers may not necessarily be hands-on with the communication between distributors and stakeholders, but by understanding their reasonings for marketing decisions will be invaluable. 

People Management 

Depending on your experience, it is likely that you will be either working in a team or overseeing a large team. If you have experience managing a large team, then you transition into a FMCG setup will not be as challenging. However, it’s important to remember that you will be working with different people at different levels, and your ability to manage people in general, will be called into practice. 

As you’re likely to be working in a fast-paced environment, being able to adapt to ever-changing needs is a great soft skill to have. 

If you’re looking to begin or make your next career move in Digital Marketing, please visit our jobs page.