Are you looking to take your CPG marketing campaigns to the next level in 2023? CPG marketers must stay on top of the industry trends to develop successful, effective campaigns.
To help you out, we’ve researched and compiled the top CPG marketing strategies and tactics for 2023 that will help you maximize your return on investment (ROI).
From consumer insights and trends to developing a robust marketing strategy, this article covers it all! Let’s dive in.
What Is CPG Marketing?
CPG marketing (Consumer Packaged Goods) is a type of marketing that focuses on selling products directly to consumers. This includes an array of products such as groceries, health and personal care items, beverages, household items, and more.
CPG marketers must stay current with the latest trends to remain competitive.
Let’s look at some of the key CPG industry trends for 2023 and how they play into developing a successful marketing strategy.
Developing a CPG Marketing Strategy
The first step to developing a successful CPG marketing strategy is understanding the current market environment. To do this, you must explore CPG industry trends for 2023 and consumer insights.
E-commerce Growth: The number of people shopping online has grown exponentially in the past few years, and this trend is expected to continue growing in 2023. Consumers are becoming more comfortable making digital purchases, meaning CPG marketers must invest in e-commerce strategies that meet their customers’ needs.
Consider investing in digital marketing tactics such as email campaigns, content marketing, search engine optimization (SEO), and paid search ads to drive more customers to your website.
Sustainability: Consumers are increasingly conscious of their purchases’ environmental impact. (Especially Gen Z) CPG marketers must focus on creating sustainable products and packaging to stay competitive.
Incorporate eco-friendly materials into your product packaging, use responsibly sourced ingredients, and promote sustainability initiatives such as zero waste or reducing plastic usage. Going green sets you apart from your rivals and lets your clientele know their satisfaction is important to you and the environment.
Health and Wellness: As health consciousness grows among consumers, CPG marketers must create products that meet their needs. Incorporating natural and organic ingredients into products can help you stand out in a crowded market.
Additionally, include clear product labels detailing the nutrition facts and ingredients used.
Personalization: As technology advances, CPG marketers can use personalization options to better engage with customers.
Consider ways to tailor your products and marketing campaigns to individual preferences based on customer data such as age, location, gender, etc. This can help you develop targeted campaigns that connect with your target audience better.
Social Media Influence: CPG marketers must take advantage of the power of social media to reach a wider audience. Beyond promoting products, focus on building customer relationships through engaging content such as blog posts, videos, and tutorials. Additionally, consider partnering with influencers to reach more potential customers.
Video Content: It’s no secret that video content is gaining popularity across all industries. Consider using videos to showcase your products or services to stand out among competitors. Videos can be hosted on platforms like YouTube, TikTok, and Instagram TV.
Influencers have discovered the power of video content to engage with their fan base, so CPG marketers must also use this tactic.
Consumer Feedback: Last but not least, remember to ask for customer feedback. Connecting with customers and discovering the aspects of your products or services they appreciate or want to be improved is an excellent way to expand your reach.
You can then leverage this information to create better products that meet their needs and ensure customer loyalty.
By staying on top of the latest CPG industry trends and consumer insights, you can create a CPG marketing strategy to make your products stand out.
CPG Marketing Consumer Insights: Consumer Behavior Goes Digital
As digital technology becomes more integrated into everyday life, so does consumer behavior. Many consumers now use their phones and tablets instead of going to physical stores for shopping.
To stay ahead of the competition, CPG marketers must be prepared to meet these demands by creating mobile-friendly websites that offer easy navigation and an enjoyable shopping experience.
Additionally, personalization is becoming increasingly important as consumers expect to be offered tailored solutions that meet their needs. Companies like Wide Eyes have taken the visual shopping experience to the next level with their AI solution that offers smart product recommendations. This type of engagement not only increases customer experience, but also engagement.
Investing in data-driven marketing strategies will help CPG marketers understand how to serve their target audiences better and build relationships with them.
The influence of social media should not be underestimated when it comes to creating a successful CPG marketing strategy. Platforms such as Instagram, Twitter, and TikTok can reach consumers in meaningful ways that build brand loyalty.
By understanding customers’ online conversations and engaging with them directly, marketers can create more meaningful connections, ultimately leading to higher sales numbers.
Finally, sustainability is becoming a significant factor in the decision-making process of many consumers. By promoting and participating in environmental initiatives, CPG marketers can attract new customers and strengthen their relationships with existing ones.
Key Takeaway: CPG marketers must stay ahead of the curve by understanding consumer behavior, leveraging personalization and social media, utilizing video content, and promoting sustainability initiatives to create a winning CPG marketing strategy.
Top 10 CPG Marketing Tactics in 2023: Marketing Mix Breakdown
Understanding the current CPG marketing mix is essential for any successful brand in 2023. Whether you’re just starting or an experienced marketer, these top 10 CPG marketing tactics will help you get the job done.
1. Invest in Social Media and Content Marketing
Social media provides an excellent opportunity to engage with your customers and spread your brand’s message. Investing in content marketing is essential to ensure your content reaches the right audience.
2. Maximize Your Success by Leveraging Product Reviews
Product reviews can give you valuable insight into what’s working and what’s not and build trust with potential customers. In fact, 95% of consumers check reviews before buying. It’s clear that businesses need to focus on increasing their reviews for maximum impact.
3. Create Retail Media Campaigns
Retail media has become a critical CPG marketing tool in recent years. Ensure your brand takes advantage of it by crafting creative campaigns targeting the right audience at the right time.
4. Omnichannel Strategies Are Huge
Omnichannel strategies allow you to reach customers across multiple platforms and can significantly increase your impact. Ensure you use digital, print, and broadcast media to reach the widest audience. And remember to include branding strategies as part of your omnichannel strategy.
5. Focus on Website User Conversions
Your website is the cornerstone of your CPG marketing efforts. It’s essential to focus on converting website visitors into customers by optimizing page layouts, designing high-quality visuals, and crafting engaging content.
6. Strengthen Your Relationships with Retailers
Retailers are your partners in success and should be treated as such. Ensure you do everything possible to build and maintain strong relationships with your retailers.
7. Product Subscriptions
Product subscriptions are a great way to increase customer loyalty and drive repeat purchases. Consider offering discounts or promotions to encourage customers to sign up for your product subscriptions.
8. Don’t Overlook Big Data
Big data can help you gain valuable insights into customer behavior and preferences, which can then be used to improve your marketing efforts. Ensure you’re utilizing data from multiple sources, such as social media and customer surveys.
9. Incorporate Voice Search into Your Marketing Mix
Voice search is becoming increasingly popular, so ensuring your brand is taking advantage of it is important. Ensure you’re optimizing for voice search and creating content that voice searches can easily find.
10. Invest in Experiential Marketing
Experiential marketing helps create a personal connection with customers that traditional methods can’t achieve. Consider hosting events, giving samples, or partnering with influencers to create memorable customer experiences.
Key Takeaway: The CPG marketing mix is constantly evolving, but by utilizing these top 10 tactics, you can make sure your brand is successful in 2023. Investing your time and resources into the right mix can majorly impact your success.
Boost Your CPG Marketing Game in 2023
Take advantage of the top strategies and tactics that can help you succeed. Whether you need to improve your digital presence, create sustainable products, or personalize your campaigns, you have the insight to take action.
And for even more help with optimizing your marketing efforts, take a tour of Mediatool today – to see how you can plan, measure and report on all of your marketing campaigns, from a single platform.
