Amazon has opened up a wealth of new possibilities for CPG. It gives them a direct sales platfom, a way to test products and gain new consumer insights, multiple brand and direct ad channels that are powered by unique data sets. So what does an Amazon strategy look like in how it blends merchandising and advertising, research and testing? How do brands organize efforts differently for this platform and what KPIs are they looking for in such a complex system?
Working with social influencers has become a standard part of the CPG media plan. But how are traditional targeting and measurement of media adjusting to these still unorthodox channels? How are the basics of reach and frequency being attained? What KPIs like share of voice, media value, sales life work here? And are the various platforms promising to standardize and scale influencers really working?
The explosion in online CPG sales forces everyone to rethink the CPG path to purchase. The consideration-to-impulse-to-buy cycle is often compressed, so marketers need to learn how to make the process as frictionless as possible. A new set of bottom-funnel skills are needed. what are they? What can legacy brands learn from the new generation of DTC challenger brands? And how do any of this online consumer mapping aid innovation at real world retail?
The one thing that never changes about the CPG category is that it must always be changing, developing new products, mastering accelerated taste cycles. How are brands leveraging digital channels and higher tech both to drive innovation and drive consumer interest. AI and SmartHome driven products, mass customization, connected goods have all grabbed headlines. But is this where digital and data re best used if CPG brands want to survive into the next decades?
- Valerie Liu, Marketing Manager, Jarlsberg Cheese USA at Norseland, Inc.
CPGs are by definition used habitually, often loyally, and so they would seem naturals for auto-delivery. But when is the subscription model right for your product? Which categories are consumers willing to "subscribe" to? How do price, bundling, convenience impact success? And how do the cost of retention and acquisition inform the economics? We explore whether subscriptions really are a sustainable model.