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DMA: Data and Marketing Association
Consumer Help

CPG Brand Loyalty is Dead

Overview

Did you know that only 50% of CPG buyers remain loyal to a given brand? And from there, it declines to an even lower percentage after those “loyalists” are bucketed into high/medium/low purchaser categories? As CPG marketers, it is important to understand how best to connect to today’s ever-changing consumer - a one size ad doesn’t fit all. Walk away with some inspiring insights to help you tell the right stories to the right buyers to increase both brand penetration and loyalty.
Takeaways

  • The difficulty lies not in the new ideas, but in escaping the old ones. Innovation trumps all.
  • Invest in measurement & insights to understand how to optimize your strategy moving forward.
  • Take a personalization at scale approach for creative & targeting vs. a one size fits all
  • Omnichannel marketing and distribution will maximize your growth potential.

Speaker(s)

headshot

Mike Merna

Head of CPG Brand Strategy
Oracle Data Cloud

Mike is the Head of CPG Brand Strategy at Oracle Data Cloud where he leads the development of solutions for the Consumer Packaged Goods industry. In this role, he helps clients realize accelerated growth by advising top Fortune 500 marketers, including Procter & Gamble, Kellogg and General Mills, on data, audience and measurement strategies. Mike brings 20 years of experience to Oracle Data Cloud with a unique perspective on the advertising business as a result of working both in media and on the client side.

Prior to Oracle Data Cloud, Mike served as Category Development Officer, CPG, for AOL, where he launched data-driven, ad-tech solutions and represented AOL as a thought leader in the CPG industry. He began his career on the client side, serving in a variety of sales, sales strategy, brand management and shopper marketing roles at the Dial Corporation, Bayer Healthcare and Pfizer. Mike graduated from Florida State University with a Bachelor of Science degree in marketing. He’s been a speaker at CES, Digital Summit, The Advertising Research Foundation, CHPA and Path to Purchase Expo, and interviewed by various publications including eMarketer and AdWeek.

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