CPG


Antonio Sciuto, executive vice president and CMO of Nestlé Waters North America, talks about the growth of consumer packaged goods (CPG) ecommerce and the company's approach to it.

Dan Stangler, marketing director at Annie's Homegrown, a producer of organic pastas, meals and treats, explains why ecommerce is becoming a key focus area for the brand.

Diversity and inclusiveness have become major issues in advertising in recent years, both for consumers and within the industry itself. Lizette Williams, multicultural marketing leader for North America at personal care-focused consumer packaged goods company Kimberly-Clark, spoke to eMarketer about how social media has brought these issues to the forefront, what brands have done in response and what the advertising industry can do to improve diversity within its ranks.

In June, the UK voted to leave the EU, a decision that—if it holds—will have massive ramifications on both Continental and UK economies. Marketers may be optimistic, especially digital marketers, having proved the resilience of the industry through the recent recession. But for retailers accustomed to revenue from the common market, the picture may be less rosy.

Andre Marciano, director of media and integrated communication at Pernod Ricard USA, talks about how Snapchat proved itself as a highly effective advertising channel for the spirits company’s Jameson and Malibu brands.

Jessica Lauria, senior director of brand communications at yogurt brand Chobani, discusses Snapchat’s strengths and weaknesses as an advertising platform and explains why brand marketers should speak up about the challenges they face.

Unilever’s general manager and vice president of marketing for haircare, Rob Candelino, spoke to eMarketer about how the company creates branded content that consumers remember as they move through the path to purchase.

Neil Ackerman, director of global ecommerce at Mondelez International, talks about the food company's ecommerce strategy, which is geared toward reducing friction in all aspects of ecommerce.

Generally, more US internet users prefer to purchase clothing, food, home goods and luxury items in-store than via other channels, including online, May 2016 research found.

US consumer packaged goods (CPG) and consumer products advertisers will spend $5.97 billion on digital advertising in 2016, an 18.2% gain from 2015 that will see this sector account for 8.7% of total US digital ad spending for the year.

Jennifer Tidy, vice president of partnerships at augmented reality technology provider Modiface, talks about the demand for augmented reality among retailers.

About 60% of female internet users in France have purchased cosmetics items online, with face care products, like creams and cleansers, the most common category. Most say they shop at brand sites for their cosmetic fix.

Oren Katzeff, head of programming at digital video network Tastemade, explains why digital video appeals to millennials, and how brands work with Tastemade to reach that demographic.

Kenny Mitchell, senior director of consumer engagement at PepsiCo-owned Gatorade, explains why the beverage brand will probably increase its investment in Snapchat’s ad products over the next year.

Brian Chang, vice president of omni media at L’Oréal Luxe, discusses what the company learned from a beta test with Snapchat and L’Oréal-owned Lancôme that included an in-app ecommerce component.

Retailers and the consumer packaged goods (CPG) brands whose items fill their shelves don’t see completely eye to eye on the best way to get shoppers to see value in these products. The brands are more likely to look to maximizing marketing ROI—and research suggests magazines and display ads may be particularly efficient means to do so.

Stéphane Rinderknech, CEO of L’Oréal China, spoke to eMarketer about trends in the beauty sector and in retail in China, and about the country’s new beauty consumer.

GrubHub CMO Barbara Martin Coppola spoke with eMarketer about how the brand balances data with agility.

Consumers are increasingly turning to their mobile devices while they shop, whether to research products or see what other choices are out there. According to February 2016 research, a majority of US female beauty buyers use their device in-store to browse user reviews and look for the best price.

R. Danielle Bailey, head of APAC research at member-based business intelligence firm L2, discusses the promise of WeChat for marketers in China.