• MARKETING: CPG
    Forever Yours: Building CPG Brand Loyalty Through Personalized Video
    The digital experience has improved leaps and bounds over the past decade, especially when it comes to being able to easily locate video content that matters to us. And while we accepted it for quite some time, being subjected to mass marketing messages is no longer tolerable. Now that audiences know that the power of digital video can-and should-provide them with relevant experiences, it's not just welcomed, it's expected. CPG brands aren't off the hook either. It's time for them to step up their game and create video content that both excites audiences and resonates with them.
  • MARKETING: CPG
    Meeting Liquid Expectations: Marketing's Varied And Growing Role In The Digital Path To Purchase
    CPG companies are improving their understanding - and adoption - of digital disruption. Today, companies across the sector are developing integrated, cross-channel strategies to stay relevant in an increasingly interconnected world. And this adoption is timely, as digitally disruptive technologies and business practices continue to elevate the competitive stakes for companies that want to keep pace with rapidly changing consumer behavior.
  • MARKETING: CPG
    Halloween: An Opportunity To Change Behavior And Sell More - Permanently
    The checkout aisle has long been a power spot for retailers who use the section to tempt a captive audience. Realize you're out of gum? Grab a pack. Want to catch up on the latest Kardashian drama? Flip through a trashy tabloid. Need a pumpkin to bring the Halloween spirit into your apartment or home? They're here, too.
  • MARKETING: CPG
    Bringing Services To Life: Introducing The Emerging World Of Living Services
    Consumers today are less loyal to brands than ever before. Even if they have been buying the same make of running shoe for years, everything changes when a new product arrives that gives them something extra - whether a personalized or more intuitive shopping experience, or membership to an active community of likeminded individuals on social media.
  • MARKETING: CPG
    Does Your Marketing Fall Through The Cracks? How To Bridge The New Shopper Divides
    As savvy CPG marketers, we're all pretty aware that one-size-fits-all shopper approaches are (at best) on life support. Millennial behaviors differ radically from those of Xers and Boomers. The buying dynamics of economic Haves and Have-Nots vary widely. If you're a brand committed to optimal results, you're probably already putting serious focus into how you tailor messaging and media to impact your diverse target.
  • MARKETING: CPG
    How Has Social Media Changed Loyalty Programs For CPG Brands?
    In 2006, Coca-Cola launched the My Coke Rewards loyalty program, which was both bold and innovative at the time. Almost 10 years later, CPG brands much smaller than Coke are acknowledging the value of building a customer loyalty program, desiring both the incremental revenue and an increased lifetime value loyalty programs promise to deliver.
  • MARKETING: CPG
    Five Reasons Marketers Must Target U.S. Hispanics On Mobile
    In 2011, I stressed that mobile was a must for reaching U.S. Hispanics. Back then, few brands were proactively targeting U.S. Hispanics on their mobile devices despite the growing evidence that Hispanics were becoming mobile first consumers. Today, a mobile strategy is an essential component of any marketing plan striving to connect with the 55 million Hispanics in the U.S. that spend over $1.5 trillion per year.
  • MARKETING: CPG
    Will Big Food Force Healthy Food To Jump The Shark?
    Last week, the "Wall Street Journal" wrote a cautionary tale of Kellogg's acquisition of Kashi 15 years ago. While the story speaks to Kashi's huge success in the immediate years after the acquisition, it delves more deeply into Kellogg's "missteps" that have plagued the brand in recent years. Missteps that included courting more mainstream consumers - and in doing so, being outed for using GMO ingredients and generally losing its better-for-you differentiation. Oh, and nearly $200 million in annual sales.
  • MARKETING: CPG
    CPG Marketers, Make Room For Gen Z
    Generation Z has officially entered the workforce.If you've previously dismissed them as too young to focus your marketing efforts on, it's time to shift your attention. Not only do they have their own money to spend (a reported $44 million) but they also heavily influence the households they live in. You can no longer afford to ignore them.