4 tips for a strategic CPG digital marketing campaign (and the trends behind them) – EzAnime.net

Today’s consumers have many products and brands competing for their attention, which means that the CPG industry is especially competitive. And in CPG digital marketing, it is challenging to keep up with emerging technologies, as well as increasing consumer demands.

The pandemic changed the way shoppers browse and shop, with a strong focus on e-commerce and online ordering. According to McKinsey, the lockdowns, as well as a shift in consumer priorities toward health and safety, condensed five years of e-commerce growth into three months.

These massive changes are ones that CPG marketers need to be aware of and take advantage of, especially when planning their digital strategies for 2022. Read on for information to help you stay on top of trends that are relevant to digital marketing. by CPG. And be sure to read to the end of this blog for her 4 tips before you go!

New consumer trends that CPG marketers need to be aware of

Since March 2020, notable consumer trends have emerged. Although these trends were accelerated by the pandemic, they are not dependent on it at all. Even as pandemic restrictions begin to loosen in North America, consumers stick to their newly established shopping behaviors. Here are 4 key consumer trends CPG marketers need to know about:

With the increase in e-commerce and time spent on mobile devices, mobile commerce is the most important in 2021.

EMarketer research shows that US mobile retail sales grew 41.4% in 2020 and will grow another 15.2% in 2021, to reach $ 359.32 billion. Annual mobile commerce sales are expected to nearly double between 2021 and 2025.

Since many consumers continue to work from home, the home economy will persist until 2022.

When surveyed by Deloitte, US executives almost universally (95%) see the work-from-home trend continuing and predict that the main drivers of purchasing will be health and safety (92%), trust ( 92%) and quality (88%) this year.

Consumers want brands to address sustainability and reflect other core values.

According to the Conference Board’s Global Consumer Confidence Survey, conducted in collaboration with Nielsen, 81% of global respondents strongly believe that business should help improve the environment, while nearly half of US consumers say they would change. their consumption habits to reduce their impact on the environment. environment.

In June 2020, Mindshare found that 68% of American adults believed that brands should speak out against racial inequality and injustice, while Visa found that 75% of millennials would support businesses and causes in response to brands. protests for social justice.

Consumers are trying new shopping behaviors.

The pandemic has driven e-commerce adoption, as well as shopping behaviors that make e-commerce experiences seamless, such as buy now pay later (BNPL) and flexible payment options. But behaviors aren’t the only new things consumers are trying, they’ve also been more open to trying new brands.

Digital Trends Shaping CPG Marketing

We have already highlighted some of the common consumer trends that have emerged since the start of the pandemic. These trends have been seen across all verticals, making them relevant to most marketers. But there are digital trends that are particularly important to CPG marketers. Below, we explore how personalization and emerging formats are key CPG digital marketing trends that are gaining more and more relevance.

Personalization

In an increasingly digital and uncertain world, personalization is critical to the success of CPG brands. For example, 70% of the top DTC subscription brands use product questionnaires to help personalize the customer experience. Questionnaires and other personalization tactics help customers select the products that are best suited to them, leading to a higher likelihood of conversion and greater potential for long-term customer loyalty.

Another tactic that CPG digital marketers can use to improve personalization is contextual targeting. Contextual advertising is a cookieless targeting method that leverages content rather than user data to reach the right audience, at the right time. By targeting advertising based on content, you can reach consumers who are in a receptive frame of mind. When your ads match the content a consumer is browsing, those ads feel more natural and personalized to the user, which is what they want.

Popup Formats

The pandemic caused a massive drop in travel time, and as working from home has become a permanent norm, the newly established ‘home economy’ is likely to continue. And it is these consumer behaviors that have helped drive a surge in the popularity of new and emerging formats, such as digital audio.

An important lesson from 2020 was that digital audio is resilient and adaptable. Travel used to be a major driver of the popularity of digital audio, but despite the loss of that travel time, active digital audio listeners spent more than 2 hours a day with digital audio in 2020, and more than 70% of American adults listened to digital audio content. at least once a month last year. We expect the adoption of digital audio to continue to grow in the years to come. By 2025, 67.1% of Americans (218.6 million) will be listening to digital audio.

How CPG Marketers Can Drive Results in 2022

As shopping and product discovery increasingly move online, the digital space will become more competitive. This massive shift towards e-commerce has created the need for digital marketing strategies that target consumers on a personal level.

CPG’s digital marketers will have to do more to speak directly to the consumer while browsing online, and brands will need a strong online presence and a consistent digital strategy if they hope to remain competitive in an increasingly crowded space. But making the switch to the Internet also brings unique benefits. CPG brands can collect more detailed data and information about their consumers to support a stronger digital strategy.

Here are 4 tips to keep in mind when putting together your CPG 2022 digital marketing strategy:

Since consumer buying behavior changes rapidly, make sure your data strategy is up-to-date and agile.

Use your transactional data to target new or expired buyers, whose change in buying behavior could be explained by the pandemic. Create custom segments or try contextual advertising to target “home” consumers in the top funnel – people who browse recipe blogs or are interested in personal care.

Segment your audience to allow for personalization and optimization.

Divide these audience tactics into different campaigns to test performance. Then optimize based on key performance indicators (KPIs) such as brand awareness or increased sales.

Reach shoppers at every stage of the customer journey with channels that mimic that journey.

Try incorporating OTT and digital video into your awareness tactics and increase mobile device usage along the funnel. Change the goal of video completion rates (VCRs) with high-impact interactive display units that strengthen your brand. Try native performance-boosting ads to mimic the feel of blog content and target those who read blogs and product reviews.

A one-size-fits-all approach does not work in a world with pandemics; customization is key.

Use contextual advertising to reach consumers who are in a receptive frame of mind. For example, if you sell cosmetics, use contextual targeting to ensure your ads appear alongside content that makeup-interested consumers consume, such as blogs covering makeup trends. That way, your ads are personalized for the users they serve.