http://blog.joelrubinson.net/2009/08/shopper-path-to-purchase-a-new-approach-to-media-planning/ Marketing and Research Consulting for a Brave New World Sat, 04 Sep 2010 04:25:52 -0400 http://wordpress.org/?v=abc hourly 1 http://blog.joelrubinson.net/2009/08/shopper-path-to-purchase-a-new-approach-to-media-planning/comment-page-1/#comment-221 Joel Rubinson Wed, 26 Aug 2009 17:43:12 +0000 http://blog.joelrubinson.net/?p=163#comment-221 first, let me say I am intuiting these answers, as I don't have a database of specific marketing ROI modeling results. About digital FSI networks, at our last ARF shopper insights council, Nielsen mentioned that digital coupon sites are growing like crazy and the assumption is that coupons will be more and more paperless. Furthermore, I know that a lot of planned purchases are based on people having coupons rather than strong brand loyalty. so digital FSI-s good idea. Geo-targeted ads will depend a little more on how people shop but Comscore has showed sales lift on packaged goods based on display and paid search. About social media, I think it depends on the brand's graph. If you're a local retailer and people follow you on twitter, that is a great way to drive traffic. Social media display advertising is probably more variable in its results. Social media fan pages might be effective if you can amass enough fans (then invite them to a retail event, for example.) first, let me say I am intuiting these answers, as I don’t have a database of specific marketing ROI modeling results. About digital FSI networks, at our last ARF shopper insights council, Nielsen mentioned that digital coupon sites are growing like crazy and the assumption is that coupons will be more and more paperless. Furthermore, I know that a lot of planned purchases are based on people having coupons rather than strong brand loyalty. so digital FSI-s good idea. Geo-targeted ads will depend a little more on how people shop but Comscore has showed sales lift on packaged goods based on display and paid search.
About social media, I think it depends on the brand’s graph. If you’re a local retailer and people follow you on twitter, that is a great way to drive traffic. Social media display advertising is probably more variable in its results. Social media fan pages might be effective if you can amass enough fans (then invite them to a retail event, for example.)

]]> http://blog.joelrubinson.net/2009/08/shopper-path-to-purchase-a-new-approach-to-media-planning/comment-page-1/#comment-220 Ginger Setser Wed, 26 Aug 2009 17:25:38 +0000 http://blog.joelrubinson.net/?p=163#comment-220 Thank you for your post. It was very relevant and valuable information. What is your position on the effectiveness of utilizing social media sites and geo targeted google ads/digital FSI network ads to drive traffic to specific retailers (not online retailers)for specific Brands? Thank you for your post. It was very relevant and valuable information. What is your position on the effectiveness of utilizing social media sites and geo targeted google ads/digital FSI network ads to drive traffic to specific retailers (not online retailers)for specific Brands?

]]> http://blog.joelrubinson.net/2009/08/shopper-path-to-purchase-a-new-approach-to-media-planning/comment-page-1/#comment-219 joel rubinson Wed, 26 Aug 2009 15:11:55 +0000 http://blog.joelrubinson.net/?p=163#comment-219 I agree that mobile has tremendous potential to bring access to information, brand communications, etc. right into the store and to the point of purchase. Again, probably the importance of mobile in the shopping process will transcend its share of minutes for media viewing. I agree that mobile has tremendous potential to bring access to information, brand communications, etc. right into the store and to the point of purchase. Again, probably the importance of mobile in the shopping process will transcend its share of minutes for media viewing.

]]> http://blog.joelrubinson.net/2009/08/shopper-path-to-purchase-a-new-approach-to-media-planning/comment-page-1/#comment-218 Matt Mantey Wed, 26 Aug 2009 13:36:59 +0000 http://blog.joelrubinson.net/?p=163#comment-218 Given your recency position, would seem that mobile (WAP and Apps) could and should be crucial for bridging the gap between decisions made out of the store and in. Given your recency position, would seem that mobile (WAP and Apps) could and should be crucial for bridging the gap between decisions made out of the store and in.

]]> http://blog.joelrubinson.net/2009/08/shopper-path-to-purchase-a-new-approach-to-media-planning/comment-page-1/#comment-217 Peeyoosh Chandra Wed, 26 Aug 2009 05:00:22 +0000 http://blog.joelrubinson.net/?p=163#comment-217 Thank you - this post has been incredibly valuable. Thank you – this post has been incredibly valuable.

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