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1、CPG Marketing at the Algorithmic Crossroads1 2025 Carat|all rights reservedCPGCPG Marketing at the Algorithmic Crossroads2CPG Marketing at the Algorithmic CrossroadsContentsTwo timeless truths of CPG marketing 04Shared scale has changed 05The Algorithmic Era of marketing 07Six considerations:-Win th

2、e battle for algorithmic availability 10-Pioneer new ways to find growth audiences 11-Create equal opportunity across all touchpoints 13-Fuel the rise of algorithmic planning 15-Anticipate outcomes,dont just measure KPIs 17-Reimagine the retail media value exchange 19The most innovative brands win 2

3、1About Carat 223CPG Marketing at the Algorithmic CrossroadsCPG Marketing at the Algorithmic CrossroadsCarat has been a pioneer in the media industry for 60 years,helping the worlds most iconic CPG brands to grow.At every inflection point in the media landscape,we backed the craft of communications p

4、lanning to make a transformative impact on brands top and bottom lines.As media changes again,Carat leads CPG brands into the Algorithmic Era.CPG Marketing at the Algorithmic CrossroadsCPG Marketing at the Algorithmic Crossroads4Two timeless truthsCPG brands are marketing marvels,making seemingly mu

5、ndane moments feel just that little bit more special because they understand two timeless truths better than anyone.They embrace the laws of growth.Brands must be easy to recall and find in buying situations,so marketings job is to build mental and physical availability1-at scale.They know the effec

6、tiveness of marketing communications is built on achieving not just scale,but shared scale,i.e.,fame.2 Ads are more effective when a large audience sees them and knows that many other people have seen them,too.30102CPG Marketing at the Algorithmic Crossroads5Shared scale has changedThe way marketers