CPG Marketing Reinvented

September 2014

Let’s dive deeper and review

5Reasons Personalized Content

and Local Digital Activation

are a Winning Combination

for CPG Brands

According to eMarketer:

“Brands are testing all types

of campaigns with all types

of media, including apps,

digital video and social

media, partnering with

retailers and technology

companies to test beacon

technology and leverage

shopper marketing data to

target ads and offers.”

#1 – Deal Content Distributed Across Digital Channels

Flexes More Marketing Muscle Than TV Ads

32% of moms and 24% of dads cited digital

circular content as the number one type of

ad to persuade them to make an in-store

purchase – while TV ads only sway 6% of

moms and 13% of dads.

#2 – Facebook Trounces Twitter As King of Social

55% of moms and 47% of

dads believe Facebook is

the most useful social

media channel to engage

with CPG brands.

Conversely, only 5% of

moms and 7% of dads find

Twitter useful.

#3 – Personalized Ads Move Shoppers From Screens

Into Store Aisles

79% of moms and 75% of dads are more likely to

make an in-store purchase when they receive locally

relevant and personalized deals.

#4 – Low Prices Trump Loyalty to Preferred Stores

60% of moms

and 50% of dads

say online/mobile

searches for “on

sale” items

“absolutely”

influence which

supermarket they

visit

#5 – One-Size-Fits-All Online and Mobile Ads Will

Deplete In-Store Sales

Asked what’s most

frustrating about online

and mobile ads from CPG

brands, 35% of moms

and 29% of dads cited

“information and

promotions that are not

locally relevant to

products/prices in-

store.”

9

Whether they’re facing internal challenges or roadblocks from

their co-marking partners, not all CPG brands and grocery

retailers are getting in the cross-channel shopping game as

quickly and effectively as shoppers are demanding it.

However, for those who do, personalized content and local

activation – across channels and devices – are a golden nest egg

for CPG brands, offering higher and more meaningful forms of

engagement, conversions and sales.

Conclusion

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