Marketing Tactics

Consumer behavior is changing rapidly, but their methods and preferred channels for engaging can vary wildly. Learn from Channan Sawhney, director of global e-commerce at Johnson & Johnson Consumer Health, about these differences and where retailers are investing to meet new needs. 

The Coca-Cola Company will leverage OpenAI’s generative AI technology for marketing and consumer experiences — and potentially other ways — marking it as one of the first major consumer goods companies to publicly announce use for the much-buzzed-about technology. 

Welcome to the Watch List, where we highlight new, emerging, and creative consumer goods manufacturers and retailers that are leveraging technology for innovative purposes and results.

What do L’Oreal Group and Prime have in common? Despite their dramatic differences, they both prove that your teachers were right: Social skills matter when being a leader. 

Nestlé say they are piloting VR in product development, experimenting with tools and technologies that will enable them to create and quickly test product prototypes in Web3 and the metaverse.

DTC provides a unique channel for CGs to personalize experiences and gather zero and first-party data without unnerving consumers or running afoul of ever-shifting privacy laws. In this Q&A, Khurram Moiz, principal customer success manager, consumer goods at BlueConic, outlines some of the opportunities provided by direct-to-consumer models.

Coca-Cola’s new marketing model is bearing fruit thanks to localized efforts, according to CEO James Quincey, who provided a lineup of examples in which the company’s tech-infused pilots and experiments had resulted in increased retail sales and consumer engagement. 

Despite roadblocks, the company reported “excellent performance” for the year in its latest earnings report, attributing the success to these digital innovations.