It was a whirlwind week at Commerceweek. Many insightful sessions explored the internal skills, capabilities and investment necessary to deliver the best brand commerce experiences across the digital ecosystem, as well as the role of creativity in selling effectively and consistently, tapping into consumer proclivities and priorities through powerful data analytics.

I had the honor of presenting alongside Jay Picconatto, VP of Advanced Marketing Solutions at General Mills, where we discussed how brands can modernize marketing with moments and personalization. Below is a recap of that discussion.

Some snapshots from our workshop

The Impact of Personalization on Advertising

One of the key points of my presentation was the undeniable impact that personalization has on advertising effectiveness. Consumers have come to expect it. In fact, 71% of consumers expect personalization, but they’re often inundated by generic advertisements. Utilizing powerful data isn’t just about gathering information; it’s about crafting messages that resonate on a deeply personal level.

I shared examples and results of how Aki has partnered with General Mills to elevate the consumer’s advertising experience with moments and personalization, which you can see in the video below.

Watch to learn more about Aki’s partnership with General Mills

The Importance of Modernizing Your Marketing Approach

Personalization is just part of a much larger puzzle. Modernizing marketing approaches is essential in an age where consumer habits shift seemingly overnight. What worked yesterday won’t necessarily work tomorrow, and this fluidity is challenging marketers to stay agile. 

General Mills was founded in 1866 and has led the industry in innovation since. With over 100+ brands, and increased pressure from external competitors, General Mills continued the history of innovation, driving modernized marketing to stand out in the cluttered crowd.

Driving the Future of Marketing with Agility and Creativity

The future belongs to those who can pivot swiftly—embracing new tools, channels, and methodologies to keep pace with changing consumer demands. In our workshop, we emphasized fostering this agility through dynamic personalization strategies that not only adjust to individual preferences but also evolve as rapidly as those preferences do.

Jay shared why it’s important to break tradition to enable the new and next. Modernizing a 150+-year-old company goes far beyond the evolution of capabilities. It requires building new foundations. It requires a shift in the foundation of the brand’s marketing approach, from technology infrastructure to staffing. It also requires new ways of working. Breaking down old structures and building new systems create new points of integration. There’s also an important need for speed. Disbanding old ‘norms’ to install new mindsets into the organization drives a new pace to market, accelerating every day.

During Commerceweek, there was an electric buzz around these concepts — from blending creativity with analytics to rethinking customer engagement in an AI-driven world. It’s clear that forward-thinking brands are already setting themselves up for success by placing these strategies at the core of their marketing efforts.

The conversations sparked here have set the stage for what promises to be an invigorating time in the commerce landscape. Reach out to me directly if you’d like to discuss any of these concepts and themes in more detail:

Risa Crandall, SVP CPG Strategy and Sales at Aki