What do telecom, financial services and CPG (consumer packaged goods) have in common?
Besides spending some of the highest amounts on digital marketing, the companies in these verticals all sell multiple product lines to the same person. Through data management platforms and identity resolution solutions, they’re now beginning to realize that, in many cases, their multiple product marketing teams have all been paying to reach the same customer.
Today, brands in these industries will often run separate marketing campaigns for each product line and designate distinct media budgets by department. This is a relic of how companies operate in silos, with separate P&Ls (profit and loss statements) due to mergers and acquisitions having separate accounting software in the past, or just accountability structures.
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