The Attention Economy Has Changed, So Must Your Strategy
Five years ago, launching a successful FMCG campaign meant hiring a top-tier agency, shooting a slick TV commercial, and backing it with enough media spend to dominate airwaves.
Today? That same playbook barely moves the needle.
Consumers scroll through 500+ digital messages daily, skip ads instinctively, and trust brands that feel personal, not polished. In this new world, visibility isn’t about how loud you shout but how smart you listen. This is where most FMCG brands fall behind.
FMCGs are still investing in awareness without understanding attention, running ads without reading the signals, and treating data as an afterthought instead of a strategic asset.
đź’¬ “FMCG brands that don’t embrace data-driven digital strategy will shut down in 5 years,” says Leye Makanjuola, CEO of Intense Digital.
“The game has changed. The brands that thrive tomorrow are already building intelligence into how they create, communicate, and connect today.”
It’s Not About ‘Doing Digital.’ It’s About Thinking Like a Data Company
While many FMCG brands have adopted digital tools, few truly use data to drive decision-making in content, media, and audience engagement.
Here’s what the top performers are doing differently:
- Listening at Scale, Not Just Broadcasting
Innovative brands track not just brand mentions, but entire category conversations, identifying white space opportunities and emerging trends before the competition.
- Content and Media Work Together, Not in Silos
Every piece of creative is built to be tested. Real-time feedback informs which ideas scale and which get retired fast.
- Targeting Micro-Moments, Not Just Demographics
Leading FMCG brands go beyond targeting “millennial moms”, they target specific moments like “midweek snack cravings” or “post-gym hydration.”
- Creating One Story Across Many Platforms
Winning brands use data to harmonise messaging across TikTok, YouTube, Meta, and Google, so every touchpoint reinforces the same narrative.
4 Practical Steps to Build a Data-Driven Digital Strategy
Ready to make the shift? Here’s how FMCG brands can start turning data into digital dominance:
- Run a Digital Intelligence Audit
Identify which platforms and touchpoints are delivering insights and which are blind spots. Start tracking deeper metrics like content-level performance, positive sentiments and share of voice.
- Build a Culture of Testing
Shift your team’s mindset from “big campaign” to “constant iteration.” Run fast, low-cost creative tests and let real results decide where to scale.
- Strengthen Your First-Party Data Strategy
As third-party cookies fade, brands must invest in direct data from consumers through loyalty programs, email lists, quizzes, and SMS campaigns.
- Collaborate with Data-Driven Partners
Whether in-house or through agencies, you need people who can translate data into smart media, messaging, and momentum.
The Future of FMCG Belongs to the Fast, the Focused, and the Data-Driven
The most successful FMCG brands of the next five years will not be the loudest, they’ll be the smartest.
The brands that treat digital as a one-way broadcast will lose to those that treat it as an intelligent, evolving conversation guided by data, refined by feedback, and powered by relevance.
Leye Makanjuola is a seasoned marketing and technology leader and the driving force behind Intense Digital, a data-driven digital marketing agency in Lagos, Nigeria and Purple Stardust, a creative and content marketing agency in Lagos, Nigeria. With over a decade of experience shaping digital transformation for leading brands across Africa and now the UK, Leye is at the forefront of helping businesses scale through data-driven storytelling and full-funnel marketing strategies.
He leads Intense Group’s global expansion, building cross-border marketing solutions that serve a diverse, digitally connected audience, delivering measurable business results for clients across financial services, FMCG, tech, and professional services. He brings a unique perspective rooted in emerging markets, consumer behaviour, and cultural intelligence, which makes him a compelling voice in conversations around marketing innovation, entrepreneurship, and brand growth in the digital age.
Leye is available for commentary on:
- African and UK marketing trends
- Growth marketing and digital performance
- Brand-building in emerging markets
- The evolving role of AI in marketing and content
