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.
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
- Omnichannel marketing in CPG
- Data, personalization, and the post-cookie world
- Loyalty and competition in CPG
- Localization and distribution for CPG
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.