Not as a “nice to have” as a growth lever.
From ELMA’s perspective, we see this play out very clearly in FMCG. When brands commit (not sprinkle) spend behind the right strategy, results follow — especially when campaigns combine mass reach + smart targeting + measurable outcomes.
Over the past years, ELMA members have supported campaigns for all leading FMCG manufacturers with objectives like:
✅ drive store traffic
✅ accelerate trial and repeat
✅ support retailer activation
✅ protect brand choice in an inflation-sensitive market
And one pattern keeps showing up:
The winning FMCG playbooks don’t treat channels as “either/or”.
They build connected systems, where physical touchpoints (like door drops/direct mail) work with digital to amplify reach, improve cut-through, and drive conversion locally.
We’ve seen particularly strong momentum where campaigns are geo-targeted around priority retail catchments and paired with digital retargeting.
In a world of fragmented attention and rising performance marketing costs, brands that invest with intent — and measure properly — build unfair advantage.
Where are you seeing the strongest ROI right now: brand building, retail activation, or trial-driving campaigns?