CPG Marketers Are Going Digital With Loyalty Programs

Use third-party data efforts to connect with consumers

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Not long ago, packaged-goods brands were accused of being slow movers in digital. Now, that reputation is changing as more marketers enlist social media and mobile to link loyalty programs with real-world data.

While big-name brands like Coca-Cola and Kraft invest in building up their own programs, a new crop of smaller marketers—including Post Foods—are piggybacking on data platforms to gain traction for their loyalty initiatives. “We’re not the size of a Kraft or a Mondelez or a P&G,” said Jennifer Brain-Mennes, director of media and public relations, Post Foods.

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