We use cookies. You have options. Cookies help us keep the site running smoothly and inform some of our advertising, but if you’d like to make adjustments, you can visit our Cookie Notice page for more information.
We’d like to use cookies on your device. Cookies help us keep the site running smoothly and inform some of our advertising, but how we use them is entirely up to you. Accept our recommended settings or customise them to your wishes.

Understanding Today’s Market: CPG

Episode 45 | Aug. 29, 2022

In this episode, Gaia and Andreah chat with Merkle retail media experts Leah Key, Performance Media VP and Mika Takahashi, eRetail Director. Listen in on this conversation about today’s consumer packaged goods (CPG) market.

Highlights include:

  • How does marketing for CPG differ from other industries?
  • Why must marketers be reactive in this dynamic, changing market?
  • How do CPG marketers approach engagement?
  • What is cobranding, and how is it changing the CPG game?
  • Why do marketers need to keep up with the latest shopping trends and follow a customer’s entire path to purchase?
  • What are the benefits of working with retail media networks?


Watch this episode

Digital Marketing Musings

What’s happening with digital media right now? This podcast provides a casual pulse on industry developments and applicable strategies for staying relevant in a rapidly evolving landscape. Marketers get a boost from digital marketing experts that solve real-time problems and help brands thrive.

See All Episodes

Want to know when we post our next episode?

Episode Details


Manager, Customer Strategy
SEO Associate Director


VP, Performance Media, Merkle
Director, eRetail, Merkle

Episode Notes

Guests Leah and Mika discuss the basics of marketing in the CPG industry. With a wealth of experience in shopper and performance media, these Merkle experts share marketing insights for top-level CPG strategy.


  • Shopper media can be any media that directs shopper to purchase at retail, and the definition is evolving every day.
  • Brand and performance are merging, connecting historically siloed teams.
  • Supply chain disruptions have greatly impacted CPG marketing strategy.
  • Retailers are often in control with final purchase data, but you can harness the power of retailer loyalty.
  • Be a trailblazer! In an ever-evolving landscape, don’t be scared to try out new media tactics.

Episode Video