Disruption in Aisle 7: CPGs Go Direct

From toothbrushes to razors, eyeliner to tennis shoes, shampoo to fresh produce the great digital disruption has now fully penetrated how we pick and purchase everything. The consumer packaged goods category has been upended…by digital advertising, upstart direct brands, online product sales and services. But the good news is CPG marketers now can leverage data and digital channels to move way beyond buying spray and pray TV spots and in-store end cap. Now they can cultivate relationships and build brands directly with their customers, and in some cases even sell to them on the spot.

At the inaugural edition of MediaPost’s Marketing: CPG we look at how these brands old and new are leaning into the disruption. How are they building first party data and aiming it at more direct relationships with consumers? What can the legacy brands learn – about data, media buying and measurement - from a new generation of CPGs that built brands from the ground up on digital? How are marketers making the all-important clicks-to-bricks connection between their digital efforts and retail sales? Is the performance bias of digital leaving the big brand story behind?

At Marketing: CPG leading brands and agencies map out the new rules of multi-channel CPG marketing in a direct-to-consumer age.