Tag: Marketing Publications

The world of CPG marketing is both exciting and challenging. This category presents broad audiences that present major revenue opportunities for brands. But the competition is heavy, especially when you are competing with mega brands with mega budgets.

Establishing a marketing strategy that captures consumer attention in this crowded space can feel like an exhausting mountain to climb, especially for newer brands trying to make a name for themselves. But, with a focused approach that places the consumer at the center, CPG brands can break through the clutter and take market share.

Lessons about creativity can come from the most surprising corners of the world – group dynamics among chickens, for example. In this article, we look into the benefits of adopting creative ‘green zones’ inspired by our feathered friends. Four ways you can build a collaborative mindset into your process are:

1 – A Shared Vision

2- Bringing Together Diversity

3 – Building Safety and Trust

4 – Essence Before Form

Early entrants in the loyalty marketing space are seeing the enormous opportunity this data holds for their own companies as well as other brands looking to reach those same consumers. Furthermore, brand marketers without access to these robust customer databases are realizing they need to find long-term targeting solutions (and fast) as they face the impending challenges of the cookieless future.

Thus, retail media networks were born and have exploded, with a new solution seeming to emerge every other week. Read the article to learn what brands can learn from retail media’s success.

Marketing leaders across industries such as pharma, healthcare, financial services, and manufacturing have multiple stakeholders to consider when developing an effective marketing strategy.

On the one hand, as a marketer you have to influence business decision-makers and convince them that your product or service is superior to competitors’, offering greater value. On the other hand, you have to provide sufficient education to those decision-makers so they feel comfortable and competent enough to sell the offering to your other target audience: the consumer.

That relationship constitutes what marketers call a business-to-business-to-consumer (B2B2C) model. And that model can be daunting if you don’t have a recipe for success.

AI has grown from a tech buzzword to a part of the common vernacular in only a few years. In fact, 45% of corporate AI adopters reported AI technologies helped them establish a significant lead over competitors.

Why?

Read the article take a look behind the curtain to understand the reasoning behind the rapid growth and adoption of AI and how it can transform digital marketing

In a cookieless world, attribution is old news.

Let’s be honest: Multi-touch attribution (MTA) has always been challenging to pull off.  Even before Facebook and Apple walled off their data, there wasn’t enough impression-level data to build an accurate model. In fact, MTA models often yield eerily similar outputs to last-touch attribution, suggesting that budgets should shift toward retargeting and branded search tactics. That isn’t always the right recommendation.

To future-proof, it’s time to focus on incrementality: the measure of supplemental business results that a campaign drives in aggregate.

The primary effects of cookie deprecation will be audience targeting limitations and measurement specificity. Successful marketers will need new and better ways of understanding how customers make decisions, what leading indicators drive business outcomes and how to aggregate this data to understand directional success.

Today’s shopper is looking for authenticity in the products they choose to invest in. If a person loses trust in a brand, they are quick to pivot to a different brand offering a similar product. Brands build trust through producing quality products, living by their value statements, hiring inclusively and more. But there’s more to the story.

Programmatic video advertising is expected to grow an additional $10 billion over 2021’s monstrous growth in 2022, according to eMarketer. Many growth brands are seeing the benefits of incorporating this highly engaging medium in their marketing mix.

Twitter reports that users are 10x more likely to engage with a tweet including video, and LinkedIn similarly reports its users are 20x more likely to engage with a LinkedIn post with video embedded.

However, there are still those who are unwilling to make the upfront investment to create these assets, fearing it requires too much money and too much time. That’s understandable, especially for brands operating with a very lean marketing budget.

Read the article to learn three reasons why your brand should avoid leaving video out of the marketing strategy.