Why Your CPG Brand Needs to Embrace Digital

Posted by Kevin Keating on Jun 13, 2018 8:00:00 AM

The web is unimaginably vast, and it continues to expand through multiple dimensions. This would make it seem as if CPG digital marketing is itself an impersonal, “shotgun blast” approach to marketing, but that is a misconception. Digital marketing, in fact, has the potential to be far more personalized than pre-digital CPG marketing ever could be.

Woman smiling while using her mobile phone.

The vastness of the internet is matched only by its ability to precisely target who marketing messages go to, something which print, radio, and television advertising cannot do. CPG digital marketing makes sense because the web is where people spend time, and increasingly, they’re spending time there while on the go. Here are some reasons why your brand needs to embrace digital.

To Tell Your Brand Story Through Multiple Touchpoints

Consistency of brand message is important. Yet how you deliver that brand message will be different for different audiences. The people who follow your brand on Instagram may interact with it in a different way than do the people who follow your brand on Twitter. Likewise, interacting with a brand new potential customer needs to be different from interacting with a long-time customer. 

The great thing about CPG digital marketing is that it makes it possible to deliver the right message to the right person, via the right digital channel. Massive quantities of consumer data have been collected, both by social media sites and other analytics entities (like Google Analytics). Any brand can put that data to use, so their marketing messages are more targeted, more effective, and more cost-effective too.

To Optimize CPG Digital Marketing Channels and Segments

Globe with pictures surrounding it.

The channels and segments that one CPG brand will use for digital marketing will differ from those used by another brand. There’s no set formula for percentage of marketing budget that should be spent on Google Ads, Facebook ads, and the like. To determine how marketing resources can be distributed most effectively requires learning who your target personas are, what they’re like, and where they spend their time online. Beyond that, you can learn things like which types of ads are preferred by which personas, and even things like what time of day to deliver ads for maximum impact on your target audience.

To Reap the Clear and Measurable Benefits of CPG Digital Marketing 

Not only does carefully targeted CPG digital marketing deliver better results than non-digital marketing, but it also creates its own source of data that can be used to further refine your digital advertising strategy. You can drill down into data and determine, for example, that a previous marketing campaign produced mediocre results because the marketing messages were delivered at the wrong time to make an impact on your target audience’s news feeds. 

In addition to higher conversion rates, well-planned CPG digital marketing offers greater brand transparency, and leads to consumers feeling as if the brands they like really understand their needs, which can be an excellent platform on which to build long-term brand loyalty. 

The right mix of digital channels, touchpoints, and marketing message types must be customized to your brand and your audience. But when this happens, the results can exceed the sum of their parts, with a much faster and stronger ROI on marketing investments. Hangar12 is at the forefront of CPG marketing strategy and more. Subscribe to our blog to stay up-to-date with our latest insights.

Topics cpg trends