Tahun ini merupakan tahun yang sulit bagi penjualan barang kemasan konsumen (CPG) global, tetapi bukan karena alasan yang tepat. Selain memaksa konsumen di seluruh dunia untuk tetap tinggal di rumah atau di dekatnya, pandemi COVID-19 secara signifikan mempercepat adopsi belanja CPG secara online, sekaligus meningkatkan ekspektasi konsumen akan kemudahan, keamanan, dan kenyamanan.
Melalui lensa baru ini, merek dan peritel perlu menyesuaikan cara mereka berinteraksi dengan konsumen-konsumen yang ekspektasi, perspektif, dan realitasnya terlihat jauh berbeda dibandingkan 12 bulan yang lalu. Mengingat cakupan perubahan tahun ini, penyesuaian yang perlu dilakukan oleh merek dan peritel juga semakin meluas, mulai dari metode komunikasi, pesan pemasaran, hingga variasi produk yang beragam-bahkan waktu-waktu terbaik untuk berkomunikasi dengan konsumen.
Mengingat perubahan monumental yang terjadi tahun ini, Nielsen baru-baru ini melibatkan sekelompok pemasar dan pengiklan CPG serta tamu Forrester Research dalam sebuah diskusi panel virtual untuk menjelaskan jalur pertumbuhan menuju tahun 2021. Yang terpenting, penjualan FMCG akan tetap meningkat karena konsumen menghabiskan lebih banyak waktu di rumah, namun merek dan peritel perlu beralih dari asumsi dan praktik yang telah lama ada untuk memastikan mereka terlibat dengan konsumen di setiap titik kontak yang berarti.
Selanjutnya, Matt Devitt, VP, Business Development, Nielsen Media, dan pembicara tamu Sucharita Kodali: VP, Principal Analyst, Forrester Research, menjawab pertanyaan seputar lanskap yang terus berkembang dan tantangan utama bagi merek dan peritel.
Q: What are the major trends currently disrupting the CPG industry?
Sucharita Kodali: Certainly, the advent of e-commerce marketplaces that sell third-party goods has shaped how shoppers discover, research and buy goods across all categories, including CPG. Shoppers have more information at their fingertips, and there is a proliferation of goods, partly due to more small-batch manufacturing, but also because some marketplace sellers allow goods and promotional pricing to live beyond what a brand may have intended. These are big challenges for CPG manufacturers and the traditional retailers that sell their products.
Q: What are the biggest audience targeting and performance measurement challenges?
Matt Devitt: With the rapid changes in the digital space, marketers are facing the challenge of rethinking how they target, reach and measure the right people. New laws may force more top-of-funnel marketing, which will likely yield some of the best customers in the long term, though it’s not as cheap as engaging existing or down-funnel shoppers. That raises questions about performance measurement. Retailers and brands really need to move away from last-click attribution in digital marketing, which is a rudimentary, albeit easy form of marketing measurement. Attribution, marketing mix models and unified marketing measurement solutions—while may be more costly—are worth the investment.
Q: What are the implications of these challenges for marketers?
MD: Return on investment (ROI) models will be substantially different in the future; they will be more sophisticated, take more touch points into consideration and account for a longer view of customer acquisition and retention. CPG companies will also have tremendously different strategies across different markets depending on their size, industry, etc. Some categories like beauty may benefit a lot from content marketing, but others like frozen food will benefit from more traditional mass advertising. Marketers need to be ruthless in assessing the effectiveness of media channels, their agencies and the metrics their agencies show them. Marketers are discovering inconsistencies in their digital marketing numbers in particular, and eliminating those will be essential.
SK: Every marketer is tasked with inspiring action in some way. Some marketers have short-term goals, while others have long-term goals. Every marketer should have a mix of both. Their goals should be tied to measurement. Digital advertising has, through last-click attribution, created a model that gives marketers a very easy story that suggests success. Traditional advertising hasn’t been able to do the same, so its usage has declined. Meanwhile, Forrester’s data shows that traditional ads are what people are far more likely to pay attention to, so long-term metrics like incremental lift and lifetime value should lead to a balance of online and offline ads over time, which more sophisticated measurement models will support.
Q: What are today’s biggest challenges for CPG advertisers and tomorrow’s top opportunities?
MD: From an epidemic of disloyalty to shrinking shelf space, changing demographics and direct-to-consumer competitors, companies need to work harder to connect with consumers at the right time with the right message.
Jadi, apa yang menghambat merek CPG untuk terhubung dengan konsumen? Kecerdasan pelanggan. Memiliki data pihak pertama dan ketiga yang berkualitas menjadi taruhan utama dalam ekonomi digital saat ini. Keuntungan dari penggunaan kumpulan data yang lebih besar dan berkualitas adalah penargetan yang lebih akurat, yang memungkinkan kinerja pemasaran yang lebih kuat. Pemasar yang percaya diri dengan data dapat mendorong berbagai taktik yang berdampak besar seperti penargetan strategis, pemasaran email, dan pengukuran ROI.
Namun karena adanya perantara peritel, merek CPG sering kali tidak memiliki akses langsung ke konsumen yang ingin mereka jangkau atau wawasan tentang bagaimana iklan mereka memengaruhi penjualan. Pengiklan yang memiliki data paling sedikit tentang konsumen mereka paling berisiko mengalami pemborosan, dan itu adalah situasi yang sangat dipahami oleh para pemasar CPG. Dalam lingkungan yang kaya informasi saat ini, membuat konsumen merasa tidak seperti pembeli anonim dan lebih seperti orang dengan keinginan dan kebutuhan spesifik menjadi penting.
SK: For tomorrow’s richest opportunities, CPG brands and retailers will need to forge great partnerships. The digital advertising that physical stores themselves will enable in the future could be a big bet. This is the next iteration of temporary price reductions that may sway a shopper in the direction of a particular brand. Imagine if a brand could actually tell its story in the store at the point of sale, and not just on its package. Imagine screens on coolers combined with wired shelves that calculate in-stock levels, and cloud capabilities which transmit all that information simultaneously. That will be an incredible future for CPG advertising.
Click here to enjoy an on-demand replay of the panel discussion.
