Anheuser-Busch InBev’s three new points of consumer-centric marketing

Anheuser-Busch InBev, the brewing giant, is cutting through the clutter with a fresh marketing formula that puts customer needs first.

With so many platforms delivering so much data about so many goods and services, Marcel Marcondes, the US CMO for Anheuser-Busch, has a problem: “There’s too much noise.”

The steward for beverages such as Budweiser, Michelob ULTRA and Stella Artois told some 3,000 delegates at the Association of National Advertisers’ (ANA) 2019 Masters of Marketing Conference, “There simply are too many brands competing for consumers’ attention. And it’s happening every day, everywhere, in every industry.”

For those marketers who bemoan excess, he continued, pity the poor buyer: “It’s also becoming overwhelming for consumers.”

The answer, he proposed, is not creating...

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