今年是全球包装消费品（CPG）销售大丰收的一年，但原因并不正确。COVID-19 大流行除了迫使世界各地的消费者留在家中或就近留在家中外，还大大加快了在线消费类商品购物的普及，同时提高了消费者对快捷、安全和便利的期望。
通过这一新的视角，品牌和零售商需要调整与消费者互动的方式--消费者的期望、观点和现实情况与 12 个月前大不相同。鉴于今年的变化范围之广，品牌和零售商需要做出的调整也同样广泛，从沟通方法到营销信息，再到各种产品组合，甚至包括与消费者沟通的最佳时机。
鉴于今年发生的巨大变化，尼尔森最近邀请了一批中央快速消费品营销人员和广告商以及Forrester研究公司的嘉宾参加了一次虚拟小组讨论，以阐明2021年的增长路径。重要的是，随着消费者在家中度过更多时间，快速消费品销售额仍将保持高位，但品牌和零售商需要摒弃长期以来形成的假设和做法，以确保在每一个有意义的接触点与消费者互动。
小组讨论结束后，尼尔森媒体公司业务发展副总裁 Matt Devitt 和特邀发言人 Sucharita Kodali：Forrester Research 首席分析师、副总裁 Matt Devitt 和特邀嘉宾 Sucharita Kodali 就不断变化的市场格局以及品牌和零售商面临的主要挑战回答了问题。
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.
那么，是什么阻碍了 CPG 品牌与消费者建立联系？客户情报。在当今的数字经济时代，拥有高质量的第一方和第三方数据已成为一种共识。使用规模更大、质量更高的数据集的好处是可以更准确地定位，从而提高营销业绩。对数据充满信心的营销人员可以采取各种有影响力的策略，如战略定位、电子邮件营销和投资回报率衡量。
但是，由于零售商的中介作用，CPG 品牌往往无法直接接触到他们想要接触的消费者，也无法深入了解他们的广告对销售的影响。掌握客户数据最少的广告商最有可能浪费开支，而这正是许多中央消费类商品营销人员深有体会的情况。在当今信息丰富的环境中，让消费者感觉自己不再是一个匿名的买家，而更像是一个有具体愿望和需求的人，已经变得至关重要。
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.
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