How to drive better results for CPG brands

How to drive better results for CPG brands

CPG brands are faced with a double-edged sword: on the one hand, there are consistent growth opportunities. On the other hand, they are having to compete in cluttered categories where it can be challenging to highlight differentiators. How can CPG brand marketers use digital advertising to strategically and efficiently make an impact with their most qualified consumers??

4 ways to drive CPG digital marketing success

#1: Focus on business goals, not just media metrics?

Keep the business objective at the core of your strategy. Ensure you are looking at business data and directional media metrics to identify trends that signal success. This is especially important as we prepare for cookie deprecation and are confronted with less accurate attribution. Using customized measurement strategies based on business goals will unveil unique learnings and show the impact of advertising on your brand.

#2: Know your audience?

A data-driven strategy backed by audience research is the foundation to building a customized CPG media plan. Audience data drives reduced media waste by ensuring ads are shown in the ideal places with effective messaging. Leveraging these unique consumer insights allows brands to identify the optimal platforms, channels, and ad types to achieve your key goals throughout the consumer journey.

#3: Drive success through personalization?

Create a customized messaging strategy that speaks to your micro-targeted consumers. Steer away from oversimplified mass media buys and narrow in on key brand messages within core audience segments. To accomplish this, align media and creative teams and test creative messaging to understand the most impactful messages and channels.

#4. Build a holistic channel strategy

Focus on building a cohesive strategy using channels that work together rather than being siloed and inhibiting cross-platform performance. While data privacy restrictions will limit trackable online actions, a well-thought out channel mix will allow you to show up in the right place at the right time for your consumers - leading to incremental results.

View the full length article on The Drum here.?

About the Author: Maggie Gotszling is an Account Strategy Director at Coegi with over 11 years of industry experience and expertise in the CPG, Finance and Travel verticals. At Coegi, she leads client teams dedicated to ROI positive media strategies, data-driven optimizations, and actionable insights and reporting.