2025年算法时代下的快消品营销研究报告_六大考量因素（英文版）_809_24页_6mb

CPG Marketing at the Algorithmic Crossroads.

Introduction

CPG brands face a major shift with the rise of algorithms governing information distribution across all media touchpoints, moving from the Precision Era. They must adapt by embracing algorithmic planning and partnerships to achieve shared scale in the Algorithmic Era. The six key considerations guide this transformation.

The Algorithmic Era

• Algorithms increasingly influence advertising (projected 79% by 2027).
• Achieving shared scale requires mastery of algorithmic availability, new audience targeting (growth mapping), equal opportunities across touchpoints, algorithmic planning, anticipating outcomes over measuring KPIs, and reimagining retail media value exchange.

Six Considerations for Success

1. Win the Battle for Algorithmic Availability: Leverage AI for demand-side decisions, manage supply-side arbitrage (retail supply chains), and ensure proper tagging, taxonomy, and SEO.
2. Pioneer a New Way to Find Growth Audiences: Move beyond mass personalization. Use growth mapping (combining interest graphs, propensity scores, and identity solutions) to create dynamic audience universes and connect with high-value communities for both reach and relevance.
3. Create Equal Opportunity Across All Touchpoints: Understand how all touchpoints (cultural/social, commercial/bot) contribute. Develop tools for holistic, balanced planning across owned, paid, earned, and shared channels.
4. Fuel the Rise of Algorithmic Planning: Integrate AI with "People Intelligence" (PI). Shift from static media plans to dynamic decision trees, real-time optimization, and ongoing reweighting for integrated, consumer-journey-aligned communication.
5. Anticipate Outcomes, Don’t Just Measure KPIs: Adopt a predictive, outcome-driven measurement approach. Go beyond basic KPIs to include cultural shifts and long-term value. Use simulations, real-time monitoring, and close collaboration between planning and buying to make agile adjustments.
6. Reimagine the Retail Media Value Exchange: Challenge the traditional trade-off dynamic. Foster a data-sharing partnership combining agency and client data to create a meaningful value exchange, enhancing shopper experience and proving incremental category growth for mutual benefit.

Conclusion

The Algorithmic Era offers significant challenges but also immense opportunity for innovative CPG brands. Embracing the outlined considerations can lead to stronger brand experiences, growth, and a competitive edge.