Four Suggestions For a Strategic CPG Digital Advertising Marketing campaign (And the Developments to Again Them Up)
Consumers today have many products and brands vying for their attention, which means that the consumer goods industry is a particularly competitive industry. And in CPG’s digital marketing, keeping up with new technology as well as rapidly growing consumer demands is a challenge.
The pandemic changed the way shoppers surf and buy, with a strong focus on e-commerce and online ordering. According to McKinsey, lockdowns and a shift in consumer priorities toward health and safety have condensed five years of e-commerce growth into three months.
These massive changes should be noted and capitalized on by CPG marketers, especially when planning their digital strategies for 2022. Read on for insights to help you stay up to date on trends relevant to CPG digital marketing are. And be sure to read this blog until the end for your 4 tips before you go!
New consumer trends CPG marketers should be aware of
Notable consumer trends have emerged since March 2020. While these trends have been accelerated by the pandemic, they are in no way dependent on it. Even if the pandemic restrictions in North America relax, consumers are sticking to their newly established shopping behavior. Here are 4 key consumer trends CPG marketers should know:
With the boom in e-commerce and the amount of time spent on mobile devices, m-commerce is high on the agenda in 2021.
eMarketer studies show U.S. retail sales grew 41.4% in 2020 and will grow another 15.2% to $ 359.32 billion in 2021. Annual m-commerce sales are expected to nearly double between 2021 and 2025.
With many consumers continuing to work from home, the home body economy will continue through 2022.
In a survey by Deloitte, US executives almost consistently (95%) see the trend of working from home and predict that health and safety (92%), trust (92%) and quality (88%) will be the most important buying drivers%) this year.
Consumers want brands to address sustainability and reflect other core values.
According to the Conference Board Global Consumer Confidence Survey, conducted in collaboration with Nielsen, 81% of respondents worldwide believe that businesses should help improve the environment, while nearly half of American consumers say they would change their consumption habits in order to reduce their impact on the environment surrounding.
In June 2020, Mindshare found that 68% of US adults believed brands should speak out against racial inequality and injustice, while Visa found that 75% of millennials support businesses and causes in response to protests against social justice .
Consumers are trying new shopping habits.
The pandemic has driven acceleration in ecommerce adoption as well as shopping behavior that makes the ecommerce experience smooth, such as: B. Buy now, pay later (BNPL) and flexible payment options. But behaviors aren’t the only new things consumers try, they’re also more open to trying new brands.
Digital trends that shape CPG marketing
We have already highlighted some of the common consumer trends that have emerged since the pandemic began. These trends have been seen across all industries and are therefore relevant to most marketers. But there are digital trends that are particularly important to CPG marketers. In the following, we examine to what extent personalization and new formats are important CPG trends in digital marketing that are becoming increasingly important.
personalization
In an increasingly digital and insecure world, personalization is essential to the success of CPG brands. For example, 70% of the leading DTC subscription brands use product testing to personalize the customer experience. Quizzes and other personalization tactics help customers choose the products that suit them best, resulting in a higher chance of conversion and more potential for long-term customer loyalty.
Another tactic that digital CPG marketers can use to improve personalization is context targeting. Contextual advertising is a cookie-less targeting method that uses content instead of user data to reach the right audience at the right time. With content-based targeting, you can reach consumers who are open-minded. When your ads match the content a consumer browses, those ads feel more natural and personalized to the user, which is what they want.
New formats
The pandemic resulted in a massive drop in commuter time, and as work from home became the enduring norm, the newly established “homebody economy” is likely to persist. And it is this consumer behavior that has helped increase the popularity of new and emerging formats like digital audio.
An important lesson of 2020 was that digital audio is resilient and adaptable. Commuting used to be a major contributor to the popularity of digital audio, but despite the loss of that commute time, active digital audio listeners spent more than 2 hours a day enjoying such media in 2020, and more than 70% of adults in the US were listening to digital audio content at least once a month last year. We assume that the acceptance of digital audio will continue to increase in the coming years. By 2025, 67.1% of Americans (218.6 million) will hear digital audio.
How CPG Marketers Can Drive Results in 2022
As shopping and product search increasingly move online, the digital space is becoming more competitive. This massive shift to e-commerce has created the need for digital marketing strategies that appeal to consumers on a personal level.
CPG digital marketers will have to do more to target consumers directly as they browse the internet, and brands need a strong online presence and coherent digital strategy if they expect to stay competitive in an increasingly dense space. However, moving to the Internet also brings unique benefits. CPG brands can gather more granular data and insights about their consumers to support a more robust digital strategy.
Here are 4 tips to keep in mind when putting together your CPG 2022 digital marketing strategy:
- Make sure your data strategy is fresh and agile as consumer shopping behavior changes quickly.
Use your transaction data to address new or lost buyers whose changed shopping behavior could be explained by the pandemic. Create custom segments or try contextual advertising to target the top “home” funnel – people browsing recipe blogs or interested in self-care.
- Segment your audience for personalization and optimization.
Break down these audience tactics across different campaigns to test performance. Then optimize in the direction of key performance indicators (KPIs) such as brand awareness or increased sales.
- Reach buyers at every stage of the customer journey with channels that mimic that customer journey.
Try to incorporate OTT and digital video into your awareness tactics, and access mobile devices throughout the funnel. Retargeting of video completion rates (VCR) with impactful, interactive display units that reinforce your branding. Try performance-enhancing native ads to mimic the feel of blog content and target those who read blogs and product reviews.
- A one-size-fits-all approach doesn’t work in a pandemic world – personalization is key.
Use contextual advertising to reach receptive consumers. For example, if you sell cosmetics, use context targeting to make sure your ads appear next to content consumed by consumers with a makeup interest, such as: B. Blogs dealing with makeup trends. This will tailor your ads to the users they are served to.
