Why WoodWing
Why WoodWing

How we help

icon-woodwing-enterprise-information-management-eim

Enterprise Information Management

Take charge of your content and information with Enterprise Information Management

icon-woodwing-unlock-your-potential

Unlock your potential

Unlock your potential with WoodWing's innovative solutions

icon-woodwing-content-orchestration

Content Orchestration

Managing content at scale has never been easier or more profitable

Solutions
Solutions

Content Creation

icon-woodwing-content-creation

Content Creation

Collaborate and create high-quality channel-neutral content

icon-woodwing-dam

Digital Asset Management

Manage and distribute digital assets for streamlined content

icon-woodwing-multichannel-publishing

Multichannel Publishing

Maximize reach with seamless multi-channel content publishing


Content Management

icon-logo-woodwing-document-management

Document Management

Centralize and control your documents, ensuring secure access

icon-woodwing-information-management

Information Management

Become more agile, reduce risks and benefit from available data

icon-woodwing-knowledge-management

Knowledge Management

Bring knowledge and people together to work on quality

icon-woodwing-process-management

Process Management

Organize and describe processes in a way that everyone can use

icon-logo-woodwing-quality-management

Quality Management

Ensure together that you do the right things, and do them well


Content Services

icon-woodwing-creative-workflow-services

Creative Workflow Services

Unleash creative potential with tailored support from experts

icon-woodwing-digital-publishing-service

Digital Publishing Services

Enhance digital publishing strategy with expert services

icon-woodwing-integrations

App Integrations

Integrate WoodWing seamlessly into your existing tech stack

icon-woodwing-cloud

WoodWing Cloud

Experience stress-free hosting, software maintenance, and more


FEATURED CONTENT PIECE

Der Spiegel

How one of Germany’s largest news publications increased editorial and production workflow efficiency using WoodWing’s publishing software.

Read this case
Products
Products

Take charge of your content

WoodWing Studio

Streamlined content creation and multichannel publishing solution

Assets Logo (base)

Enterprise-grade digital asset management for streamlined workflows

WoodWing Swivle

Cloud-based DAM for seamless file management and collaboration

WoodWing Scienta

Software to collaborate on quality and have control over and maximize the benefits of the knowledge present in your organization.

WoodWing Xtendis

Secure digital archiving and document management system

Connect Logo (base)

Powerful integration suite for seamless connectivity and automation

WoodWing Smart Styles

Efficient plugin for enhanced Adobe InDesign design workflows

Industries
Industries

We know your challenges

icon-woodwing-agencies

Agencies

Optimized workflow, improved collaboration, and brand consistency

icon-woodwing-finance

Finance

Modern document and quality management helps you manage risks and improve processes

icon-woodwing-franchise

Franchise

Ensure unity with document, quality, and knowledge management

icon-woodwing-healthcare

Healthcare

Always access the latest version of each process, protocol, guideline, or agreement

icon-logo-woodwing-housing-corporations

Housing Corporations

Document management from context, always up-to-date, complete and accurate documents

icon-woodwing-manufacturing

Manufacturing

Consistent branding, accelerated launches, and integrated content management

icon-woodwing-publishing

Publishing

Efficient content creation, collaboration, and multichannel publishing

icon-woodwing-retail-ecommerce

Retail & eCommerce

Streamlined catalog and marketing content production for faster time-to-market

icon-woodwing-transport-logistic

Trade & Logistics

Increase efficiency with process, document, and quality management


Featured content piece

Bavaria

How Bavaria significantly improved its global brand management.

Read this case
Inspiration
Inspiration

Learning centre

icon-woodwing-success-stories

Success Stories

Read success stories from trusted organizations that rely on WoodWing's solutions

icon-woodwing-ebooks-whitepapers

eBooks & Whitepapers

Dive into in-depth knowledge with our comprehensive digital publications

icon-logo-woodwing-videos

Videos

Lean back and enjoy one of our educational videos

icon-woodwing-events-and-webinars

Events & Webinars

Meet us in person or virtually at one of our events or webinars


Latest articles

Who determines the future of content: AI or you?

Who determines the future of content: AI or you?

Visiting WoodWing Uncovered – ‘Dare to Discover’

Visiting WoodWing Uncovered – ‘Dare to Discover’

How to use AI in your organization: the necessity of AI governance (and an AI Handbook)

How to use AI in your organization: the necessity of AI governance (and an AI Handbook)

View all blog articles

Featured content piece

Medium Rare

How Content Agency Medium Rare delivers better client experiences and outcomes with WoodWing.

Read this case
Company
Company

About us

icon-woodwing-about-woodwing

About WoodWing

Discover our company's vision, mission, and innovative solutions

icon-woodwing-management-team

Management Team

Meet the leaders driving WoodWing's success and growth

icon-woodwing-contact

Contact

Reach out to us for inquiries, support, and collaboration


Jobs & Press

icon-woodwing-job-opportunities

Job opportunities

Explore exciting career opportunities and join our team

icon-woodwing-press-release

Press releases

Stay updated with our latest company news and announcements


Partners

icon-woodwing-partners

Partners

Explore our partners for local support and expanded capabilities

icon-woodwing-become-a-partner

Become a partner

Join our global partner network and grow with us


Want to work for us?

Developer

Would you like to further develop your development skills? As our developer you will learn all about new techniques and innovations.

Join our team
English
Select language
Support Support Support Contact sales Contact sales Contact sales Login Login Login
Login

Choose a product

icon-woodwing-login-scienta

WoodWing Scienta

icon-woodwing-login-swivle

WoodWing Swivle


Contact us
Search Support Support Support Contact sales Contact sales Contact sales Login Login Login

Choose a product

icon-woodwing-login-scienta

WoodWing Scienta

icon-woodwing-login-swivle

WoodWing Swivle

English English

Nederlands

Why WoodWing

How we help

icon-woodwing-enterprise-information-management-eim

Enterprise Information Management

Take charge of your content and information with Enterprise Information Management

icon-woodwing-unlock-your-potential

Unlock your potential

Unlock your potential with WoodWing's innovative solutions

icon-woodwing-content-orchestration

Content Orchestration

Managing content at scale has never been easier or more profitable

Solutions

Content Creation

icon-woodwing-content-creation

Content Creation

Collaborate and create high-quality channel-neutral content

icon-woodwing-dam

Digital Asset Management

Manage and distribute digital assets for streamlined content

icon-woodwing-multichannel-publishing

Multichannel Publishing

Maximize reach with seamless multi-channel content publishing


Content Management

icon-logo-woodwing-document-management

Document Management

Centralize and control your documents, ensuring secure access

icon-woodwing-information-management

Information Management

Become more agile, reduce risks and benefit from available data

icon-woodwing-knowledge-management

Knowledge Management

Bring knowledge and people together to work on quality

icon-woodwing-process-management

Process Management

Organize and describe processes in a way that everyone can use

icon-logo-woodwing-quality-management

Quality Management

Ensure together that you do the right things, and do them well


Content Services

icon-woodwing-creative-workflow-services

Creative Workflow Services

Unleash creative potential with tailored support from experts

icon-woodwing-digital-publishing-service

Digital Publishing Services

Enhance digital publishing strategy with expert services

icon-woodwing-integrations

App Integrations

Integrate WoodWing seamlessly into your existing tech stack

icon-woodwing-cloud

WoodWing Cloud

Experience stress-free hosting, software maintenance, and more


FEATURED CONTENT PIECE

Der Spiegel

How one of Germany’s largest news publications increased editorial and production workflow efficiency using WoodWing’s publishing software.

Read this case
Products

Take charge of your content

WoodWing Studio

Streamlined content creation and multichannel publishing solution

WoodWing Studio

Collaborative content creation and multichannel publishing solution that simplifies workflows and streamlines production processes.

Assets Logo (base)

Enterprise-grade digital asset management for streamlined workflows

WoodWing Assets

Enterprise-grade digital asset management solution that streamlines your creative workflow and simplifies collaboration among team members.

WoodWing Swivle

Cloud-based DAM for seamless file management and collaboration

WoodWing Swivle

Cloud-based DAM solution for managing, sharing, and collaborating on digital files from anywhere and on any device.

WoodWing Scienta

Software to collaborate on quality and have control over and maximize the benefits of the knowledge present in your organization.

WoodWing Scienta

Quality management platform for regulated industries that simplifies compliance, knowledge sharing, and collaboration.

WoodWing Xtendis

Secure digital archiving and document management system

WoodWing Xtendis

Digital archiving and document management system that allows organizations to store, manage, and access their digital assets securely.

Connect Logo (base)

Powerful integration suite for seamless connectivity and automation

WoodWing Connect

Powerful integration suite, including APIs, webhooks, plugins, and the best-in-class iPaaS solution (powered by Workato).

WoodWing Smart Styles

Efficient plugin for enhanced Adobe InDesign design workflows

WoodWing Smart Styles

Plugin for Adobe InDesign that streamlines design workflows by allowing designers to apply predefined styles quickly.

Industries

We know your challenges

icon-woodwing-agencies

Agencies

Optimized workflow, improved collaboration, and brand consistency

icon-woodwing-finance

Finance

Modern document and quality management helps you manage risks and improve processes

icon-woodwing-franchise

Franchise

Ensure unity with document, quality, and knowledge management

icon-woodwing-healthcare

Healthcare

Always access the latest version of each process, protocol, guideline, or agreement

icon-logo-woodwing-housing-corporations

Housing Corporations

Document management from context, always up-to-date, complete and accurate documents

icon-woodwing-manufacturing

Manufacturing

Consistent branding, accelerated launches, and integrated content management

icon-woodwing-publishing

Publishing

Efficient content creation, collaboration, and multichannel publishing

icon-woodwing-retail-ecommerce

Retail & eCommerce

Streamlined catalog and marketing content production for faster time-to-market

icon-woodwing-transport-logistic

Trade & Logistics

Increase efficiency with process, document, and quality management

Featured content piece

Bavaria

How Bavaria significantly improved its global brand management.

Read this case
Inspiration

Learning centre

icon-woodwing-success-stories

Success Stories

Read success stories from trusted organizations that rely on WoodWing's solutions

icon-woodwing-ebooks-whitepapers

eBooks & Whitepapers

Dive into in-depth knowledge with our comprehensive digital publications

icon-logo-woodwing-videos

Videos

Lean back and enjoy one of our educational videos

icon-woodwing-events-and-webinars

Events & Webinars

Meet us in person or virtually at one of our events or webinars


Latest articles

Who determines the future of content: AI or you?

Who determines the future of content: AI or you?

Visiting WoodWing Uncovered – ‘Dare to Discover’

Visiting WoodWing Uncovered – ‘Dare to Discover’

How to use AI in your organization: the necessity of AI governance (and an AI Handbook)

How to use AI in your organization: the necessity of AI governance (and an AI Handbook)

View all blog articles

Featured content piece

Medium Rare

How Content Agency Medium Rare delivers better client experiences and outcomes with WoodWing.

Read this case
Company

About us

icon-woodwing-about-woodwing

About WoodWing

Discover our company's vision, mission, and innovative solutions

icon-woodwing-management-team

Management Team

Meet the leaders driving WoodWing's success and growth

icon-woodwing-contact

Contact

Reach out to us for inquiries, support, and collaboration


Jobs & Press

icon-woodwing-job-opportunities

Job opportunities

Explore exciting career opportunities and join our team

icon-woodwing-press-release

Press releases

Stay updated with our latest company news and announcements


Partners

icon-woodwing-partners

Partners

Explore our partners for local support and expanded capabilities

icon-woodwing-become-a-partner

Become a partner

Join our global partner network and grow with us


Want to work for us?

Developer

Would you like to further develop your development skills? As our developer you will learn all about new techniques and innovations.

Join our team
Contact us
Home Inspiration Blog | WoodWing

Business

Multichannel Publishing

Digital Asset Management

4 minutes of reading

Top challenges facing CPG marketers in 2022

Consumer Packaged Goods (CPG) fly off the shelves and into buyers’ baskets. They’re the everyday essentials we buy each week. And these fast-moving goods need fast-moving marketing.

Shape

As consumer habits evolve - and accelerate towards hybrid and online shopping - challenges multiply for already-busy CPG marketers. Here’s our take on the top five challenges for CPG marketers in 2022 - and how one essential piece of tech can help.

 

The digital shelf and CPG

Share-of-shelf used to be predictable and manageable. In negotiation with retailers, CPG manufacturers knew how their products would appear in physical stores. CPG marketers now need to secure a high share of the ‘digital shelf’ too. But that’s harder to achieve in the online landscape.

Online marketplaces like Amazon provide additional platforms for CPG marketers to promote goods. Retail media is also growing in popularity. This is where brands advertise on retailers’ websites - like sponsored product links and banner ads. With all of these options, competition is high - including against home-brand products - and visibility can be linked to budget for search terms and paid ads.

Direct-to-customer (DTC) e-commerce sites continue to offer CPG retailers a route to market without the middleman. But this is a huge undertaking for marketing, sales, and distribution.

All of which makes the digital shelf a key battleground for CPG marketers in 2022.

img-cpg-tablet

 

Omnichannel marketing in CPG

Of course, customers don’t just shop online OR in-store. And they don’t get their ideas and inspiration from a single source either. The buyers’ journey is increasingly complex for CPG.

Consumers might see a social media post from a CPG brand in their feed, remember the product thanks to an ambient media advert on their way to the supermarket, and purchase the product due to a special offer advertised on shelf. Or they might read an advertorial featuring a particular product in a magazine, check prices at several online retailers, then set up a subscription via Amazon.

CPG marketers can’t afford to choose this channel or that one. They need to be present wherever a customer is ready to make a purchase decision.

 

Data, personalization, and the post-cookie world

Another challenge for CPG marketers is the changing availability of data.

Marketers have become used to using third-party data from cookies to craft effective campaigns. And personalization is lauded as a critical growth driver for online sales. But Google has sounded the death knell for cookies on their Chrome browser from 2023.

This means marketers are looking for new ways to collect meaningful data about consumer behavior. And - importantly - securing consent. Some predict manufacturers will need to secure more ‘zero-party’ data - information volunteered by consumers themselves - and first-party data - from direct consumer transactions.

All of which creates another frontier for winning customers’ hearts and minds for busy CPG marketers.

 

Loyalty and competition in CPG

Research from IRI shows that online shoppers are more likely to stick to familiar brands than in-store shoppers. This isn’t about brand loyalty so much as convenience.

Online retailers offer the chance to simply re-select past purchases for a speedier shop. And online shoppers are less distracted by busy physical shelves. This is both an opportunity and challenge for CPG marketers - whether seeking to increase sale value or steal share-of-basket from competitors.

Not only that, but where competition in bricks-and-mortar stores is limited by physical space and who gets stocked, there’s no limit in the digital world. CPG marketers aren’t just competing against the products they sit beside on store shelves, they’re competing with every product online too.

Creativity will be increasingly crucial in raising brand awareness and delivering customer-centric campaigns.

cpg-img-2

 

Localization and distribution for CPG

Of course, B2B marketing is only one part of the picture. CPG marketing and creative teams also need to provide collateral to retailers and distributors, to help them sell their products. These could range from signage and printed POS, to video and audio via digital displays.

Managing these can be extremely complex. For example, producing materials in local languages and observing different cultural norms, distributing these to a - sometimes - global sales network, and encouraging the rollout of new brand materials.

This makes it ever-more important for CPG marketers to have tight control of their digital assets - in terms of creation, curation, and distribution.

Reducing complexity in CPG marketing

CPG marketing in 2022 will be characterized by increasing complexity and demands on marketing departments’ time.

  • More channels and higher demand for brand assets
  • New platforms and retailer partnerships
  • Personalization within a new data landscape
  • More brand assets for localization and distribution

With complexity comes the risk of inefficiencies, especially at the touchpoints between different teams and divisions. This is why streamlining and centralizing processes is going to be a key priority in 2022.

A solution to CPG complexity

One solution to the complexity of CPG marketing is Digital Asset Management (DAM). DAM provides a single source of truth for all marketing assets.

Research from McKinsey found that the lack of DAM was one of the two biggest technological barriers for CPG marketers.

A DAM provides logical structure and easy access to everything - from logos and images to packaging artwork and POS material designs - making your creative processes more efficient. It also integrates directly with other software - like PIM - to deliver assets effectively to distributor e-commerce sites at scale and with ease.

The next step after DAM is Content Orchestration. That involves a holistic review of current processes and tools, to streamline them into a single, hyper-efficient system. Content orchestration allows CPG and FMCG marketers to improve their marketing process through streamlined workflows and production automation.

Shape

Published on November 05, 2021

WoodWing

Back to the overview

Faster go-to-market for CPG with Content Orchestration

It’s not just products that move fast in the Consumer Packaged Goods sector. Your marketing does too. If you’re overstretched by the explosion of content and assets you need to create and manage, we can help.

Get your copy

17 pages of quality content

Placeholder