How The CPG Industry Can Capitalize On Consumer Trends (Forbes)

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Take a closer look at what CPGs have to consider to remain leaders among the many changes in consumer trends. Consumers are shifting where they place their dollars and are trending to go premium but aren’t opposed to trying something new. See what Micheal Mapes, CEO of EXAL Corporation, the largest aluminum container manufacturer in the Americas has to stay about the matter.

Markets across the board have had to evolve to meet the needs of the modern consumer, and Consumer Packaged Goods (CPG) is no exception. Consumers want quality products that  don’t harm the environment and they want it quickly. I spoke with Michael Mapes, the CEO of EXAL Corporation, the largest manufacturer of aluminum containers in the Americas, to learn what they are doing to keep up with the changing times.

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Former P&G CEO to help lead $1B tech firm with major Cincinnati operation (Cincinnati Business Courier)

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From CPG to Silicon Valley…Bob McDonald, former CEO of P&G, joins the board of digital experience provider: Quotient Technology, Inc. Read on to learn why he feels bullish about their digital solutions.

Former Procter & Gamble Co. CEO Bob McDonald has been appointed to the board of Quotient Technology Inc., a $1 billion Silicon Valley tech firm that works closely with P&G and has more than 200 employees in Cincinnati.

McDonald, 65, an Indian Hill resident who was chief executive of the Cincinnati-based maker of consumer goods such as Tide detergent (NYSE: PG) from 2009 until he retired from P&G in May 2013, is expected to provide Quotient with insights on the consumer-packaged goods and retail industries.

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Changing Tastes: How Nestlé Stays on Top of Consumer Trends (Mack Institute for Innovation Management)

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Innovation is hyper critical to success in the fast-paced world of consumer goods. Find out how Nestle overcomes the challenges of a large organization by creating their own “startups” to spur innovation and drastically reduce time-to-market.

For large firms, which often have different divisions with their own agendas, it can be difficult to innovate effectively and keep the company moving in a unified direction. In this episode of Mastering Innovation on SiriusXM Channel 132, Business Radio Powered by The Wharton School, Rui Barbas, Chief Strategy Officer at Nestlé USA, describes how the food and beverage giant addresses this challenge through what he calls a hybrid growth model.

To stay ahead of changing consumer tastes, Nestlé’s growth model focuses on two goals: optimizing the products and resources that they have currently, while at the same time investing in new ventures and acquisitions that allow for new revenue streams and capabilities. While external innovation used to be stigmatized within the industry, it’s now become a valuable strategy for Nestlé. Barbas discusses the rapidly changing landscape of the food industry, as well as the challenge of achieving a balance between nutrition, taste, and profitability.

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A new class of wellness beverages is trying to change how we think about beauty (Glossy)

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Beauty from a can?  Wellness beverage companies are currently targeting consumers interested in cultivating beauty from the inside-out.  We haven’t cracked one yet, but we’re willing to give it a try (it sounds a lot easier than going to the gym).

Much in the way that fashion has gone through upheavals and paradigm shifts in the past decade — like Lululemon bringing athleisure to the masses or how the luxury market is now enamored with casual streetwear — so is beauty, increasingly blending into wellness and vice versa.

Wellness is not a vertical product category — as it stands, it can pervade almost every aspects of a person’s life. There’s workplace wellness, wellness apps, wellness festivals and wellness retreats from SoulCycle and wellness hotels from Equinox. In fact,  beauty, personal care, and anti-aging products within the wellness sector grew over 4 percent to nearly $1.1 billion in 2017, according to the Global Wellness Institute; the beauty supplements category, specifically, is expected to rise to $6.8 billion globally by 2024, up from $3.5 billion in 2016, according to Statista.

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Content Marketing (Marketo)

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Still struggling with the notion of freely providing rich online content?  Concerned that you’ll lose more than you gain by sharing your IP?  This article not only walks you through the basics (strategy, content types, social media promotion types and platforms), but with a few comments and key statistics, it also helps you understand why content marketing is vital to the success of your marketing strategy.

What is Content Marketing?

The marketplace we live and work in today is radically different from the one in which many of us started. Salespeople and store employees used to be the experts, and brands and businesses used to spend advertising dollars to find prospects who needed their services.

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How To Choose A Good SEO Company For Your Business (MOZ)

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MOZ doesn’t just provide awesome SEO software.  Their Whiteboard Friday posts help explain sometimes complicated concepts in an informal, highly entertaining and visually interesting way.  This article and video provides Rand Fishkin’s tips on common mistakes you’ll want to avoid as well as his recommended process for choosing an SEO company.

This week we’re going to chat about how to choose a good SEO company, a consultant or an agency. It could be an independent person.

What I want to do as we get into this is help you to understand some of the mechanics behind SEO consulting work. This is a critical hire, because if SEO is important to your business, then the choice of which company or person to use is going to have a huge impact, probably one of the biggest impacts on whether you get great results.

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5 Actionable Google Analytics Reports To Improve Your Marketing Today (Neil Patel)

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Neil Patel’s blog has a wealth of information for marketers that are just getting started on SEO as well as those looking to refine their approach.  This article written by Brad Smith of Codeless provides insights on 5 Google Analytics reports that can help you improve your site for search and increase conversions by effectively funneling traffic.

This isn’t a 101-style post. It’s assuming you’ve got the basics down.

You’ve got a simple analytics framework down. You’ve got Goals or Events set-up (properly).

But you want action. You want to figure out how to move the needle in as short amount of time as possible.

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Using Marketing Analytics To Drive Superior Growth (McKinsey)

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Great introduction to the “art” of analytics; the different approaches and how they can be applied alone or in concert to effectively measure ROI.

Companies have so many analytical options at their disposal that they often become paralyzed, defaulting to just one tool. But an integrated marketing-analytics approach is the key to driving growth.

There’s no question that the development of better analytical tools and approaches in recent years has given business leaders significant new decision-making firepower. Yet while advanced analytics provide the ability to increase growth and marketing return on investment (MROI), organizations seem almost paralyzed by the choices on offer. As a result, business leaders tend to rely on just one planning and performance-management approach. They quickly find that even the most advanced single methodology has limits.

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