Influencer marketing is transforming the consumer packaged goods (CPG) industry, with social media personalities launching successful brands like Prime Hydration and Feastables. Authenticity, direct engagement, and pre-built audiences are key drivers, disrupting traditional marketing and creating new market dynamics.

Established CPG brands can learn from these strategies by fostering authenticity, engaging consumers directly, and partnering with influencers.

However, influencer-led brands face risks like over-reliance on personal reputation and challenges in scaling without losing their unique appeal.

Despite some speculation, influencer marketing remains powerful, offering unparalleled reach, high ROI, and strong consumer trust, particularly among younger demographics.

The future of CPG involves blending traditional strengths with influencer-driven approaches to foster genuine connections and continuous innovation.

The discussion this week argues that deep customer insights, meaningful innovation, and inclusive leadership are crucial for business success in 2025.

It supports this claim with data from McKinsey, PwC, BCG, and Deloitte, showcasing how companies effectively integrating these three elements significantly outperform their competitors.

The discussion provides examples of successful companies like Spotify, Nike, Unilever, and Microsoft, illustrating how these principles are applied in practice.

Finally, it offers a framework for implementing these principles and suggests methods for measuring progress.

This episode of Marketing Deep Dives by Denyse examines why many consumer packaged goods (CPG) companies' AI marketing strategies underperform despite significant AI market growth.

It highlights several common failures, such as relying on single AI tools, outdated measurement methods, and static segmentation, providing real-world examples of successful companies like P&G, Nike, and L'Oréal that have overcome these challenges. The discussion then outlines a three-year roadmap for effective AI marketing investment, emphasizing infrastructure, talent development, and governance.

Finally, it emphasizes the importance of continuous learning and adaptation to emerging technologies like quantum computing and edge AI to ensure long-term success.

This is a discussion about C3Centricity's 2024 CPG blog post roundup. It highlights the most popular articles on consumer centricity.

The top ten posts cover various aspects, including strategic change management, emotional intelligence in business, consumer delight, insight development, and measuring consumer experience.

Several articles also address challenges of implementing consumer-first strategies and developing effective mission statements.

In conclusion, the 2024 Top 10 CPG blog collection emphasises the importance of a consumer-focused approach for business success.

The episode examines hyper-personalization in marketing, a strategy using AI and real-time data to create highly individualized customer experiences.

The discussion highlights the importance of this approach for building brand loyalty, boosting sales, and differentiating in competitive markets.

Denyse shares numerous examples from various companies and regions to illustrate successful implementations, emphasizing the role of data analytics and various technologies.

The discussion also addresses ethical concerns surrounding data privacy and the potential for over-personalization.

Finally, it concludes that hyper-personalization is crucial for future success in consumer engagement.

The episode explores hyper-personalisation, a marketing strategy using AI and real-time data to create highly individualised consumer experiences.

It details how this approach builds customer loyalty, boosts sales, and strengthens brand differentiation through tailored product recommendations and interactions across various touchpoints.

The importance of data privacy and ethical considerations are also discussed, alongside examples of successful hyper-personalisation implementations from various global companies.

Ultimately, the discussion concludes that hyper-personalisation is no longer optional but crucial for sustained success in today's competitive market.

This episode of Marketing Deep Dives by Denyse presents seven key insights for women aiming for leadership roles.

The advice comes from Denyse's three decades of experience in over 125 countries and numerous industries.

Statistics highlighting the underrepresentation of women in senior positions are contrasted with qualitative observations of workplace dynamics.

Denyse argues that navigating power plays, managing visibility, and setting boundaries are all crucial for success.

She shares examples from various industries as well as research findings to support the claims.

Finally, Denyse promotes her framework, "LADDER," designed to help women transform challenges into opportunities for their career advancement.

This episode presents five key strategies for enhancing insight development in marketing.

It emphasises that insights rarely result from singular market research studies but require integrating diverse data and information.

The process necessitates focusing on consumers' desired behavioural or attitudinal shifts, often involving emotional connections.

Collaboration across departments is crucial for gaining diverse perspectives, leading to breakthroughs.

Denyse concludes that insights frequently hinge on fundamental human truths, offering broad applicability, and can even be adapted across different categories.

This episode of Marketing Deep Dives by Denyse emphasises the importance of direct customer observation for businesses seeking to improve understanding.

It highlights the shortcomings of traditional market research and advocates for regular, informal interactions with customers.

The discussion details five key rules for effective observation: attentiveness, objectivity, and contextual awareness.

These rules, which Denyse proposes, aim to ensure accurate data collection and insightful analysis, which will ultimately improve products and services.

The episode also stresses the need for cultural sensitivity in international settings and encourages the sharing of experiences to enhance understanding.

The episode uses Swiss police speed cameras as a case study to illustrate the benefits of a customer-first strategy.

It contrasts the negative customer experience of traditional speed cameras (permanent, temporary, and laser) with the positive response to cameras providing immediate feedback, like a smiley face for drivers under the speed limit.

Denyse argues that focusing on a positive customer experience, rather than solely on revenue generation, leads to better outcomes and brand loyalty, applying this concept to businesses beyond law enforcement.

The discussion concludes by promoting Denyse's C3Centricity customer-centric business consulting services.