Select Industry

How to Digitally Disrupt Your CPG Brand

What You Need to Know About Digital Marketing

When hearing talk about digital disruption, it can sound like something to be feared. Some paint digital disruption as this unstoppable, inevitable force dead set on flipping what we know on its head.

Big tech is coming, so batten down the hatches, save the crops, etc. In all this digital disruption talk, we lose why it’s even happening—increasingly plugged-in consumers want their products to follow them into their new digital world.

If your consumers have adapted to and embraced the digital revolution, so can your CPG brand. So, what does your brand and its marketing team need to know to face digital disruption head on?

Go Big or Go Home

Gone are the days of creating a website and just calling it a day. We face digital disruption because of consumer demand, so shift your thought process from digitizing to meet your needs and instead start digitizing to meet more of your customers’ needs.

Knorr, the brand known for its beef, chicken and vegetable stock, knocked this out of the park. Instead of crafting a simple online store as their site, they created a great resource full of recipes using their products. Save a click searching through another third-party recipe site that may recommend generic stock and find all you need within the Knorr tool.

From beef to chicken to meatless to seasonal specials, consumers can seamlessly connect their physical and virtual activity with the help of a single brand. Buy products, use products, learn more about Knorr, why and how it makes its products, and where they’re sold in one digital info oasis. When Knorr’s consumer base went online, Knorr didn’t just follow them—they looked at what was bringing them online and made it their own.

Don’t Be Afraid to Be Unique

Old dogs can learn new tricks. For older CPG brands, venturing into digital marketing can feel like an alien planet. For decades—for some, more than a century—traditional marketing efforts were enough to bring consumers to brick-and-mortar stores to pick up their product. However, these brands are quickly beginning to learn that there’s no going up without going forward.

It’s what MoonPie, the hundred-year-old snack cake brand, learned when evaluating their ad tactics. They were doing well and were stable, but we’re missing out on key younger markets. That’s when the infamous MoonPie Twitter was born. If you don’t follow it, your kids definitely do. The “sleepy” brand took on a sassy, snarky Twitter voice that won the hearts of users and increased their sales by 17%.

Now, we’re not suggesting that you come after your competitors and burn your followers like MoonPie, but the lesson is clear: it may be a big departure from what your brand has done in the past, but embracing digital disruption in unique ways can really pay off.

Whether digital disruption pushes you to a new look, voice or sales tactic, it’s important to remember that it’s here to bring you to new heights, not take you off the map. If your consumers are craving a digitally savvy CPG, your brand is ready for the challenge.

Related Articles

Posted on June 6th, 2019

Marketing, Packaged Goods, Strategy

The Game-Changing Trend of Health and Wellness in CPG

Health and Wellness—A Trend We Can All Get Behind While convenience tops the list of decision-making factors for consumers, so does making healthy choices. Products that cater to health-conscious or allergy-prone shoppers […]

Continue Reading

Posted on April 22nd, 2019

Packaged Goods, Research, Social Media

Your CPG Guide to Measuring ROI for Influencer Marketing

The Power Behind Influencer Marketing in CPG Over 65 billion dollars—that’s how much Millennials alone are poised to spend on CPG in the next decade. This generation makes up 25% of the […]

Continue Reading

Posted on March 25th, 2019

Packaged Goods

From Ecommerce to Shelf Space: How to Maximize Your Reach

Imagine if your product could reach 100 million people—that’s the estimated amount of traffic Walmart receives on a weekly basis. These shoppers are exposed to hundreds of brand impressions from a simple […]

Continue Reading

Posted on February 22nd, 2019

Packaged Goods, Strategy

Do You Really Know Your Customer’s Journey?

Now more than ever, consumers want to be making the right purchases—and they know that getting the right answers takes a little bit of studying. The age of information has put unlimited […]

Continue Reading

Posted on January 24th, 2019

Marketing, Packaged Goods, Social Media

Redefining Retail: Trends Shaping the New CPG Shopping Experience

How CPG Consumers Will Shop in 2019 The future is now, and it’s going shopping. Ecommerce brings the buying journey to consumers’ living rooms, kitchens and anywhere they go with a smartphone […]

Continue Reading