Traditional marketing theory tells us that the purchase is the successful outcome of consumer-directed messages that create awareness which begets interest, desire, and action.
what happens when that is wrong? What does marketing do when it STARTS “store back” with the purchase? Based on shopper insights research, I believe that, for grocery products, over half of first-time purchases are unplanned;
Jul
27
What if it all STARTS with the purchase?
In: advertising, behavioral economics, market research, marketing, retail, shopper insights, shopper marketing, social media
5 Comments
Dec
2
Putting shopper marketing into the hands of the shopper
In: shopper marketing
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Over the next few years three of the hottest marketing trends, digital marketing, shopper marketing, and mobile life will all converge to put shopper marketing into the hands of the shopper. Literally.
Nov
11
Digital marketing and shopper marketing will increasingly merge together. Mobile devices will allow people to bring information, offers, and friends (virtually) into the store with them. The internet is no longer only on your desktop, it is everywhere including right in the store.
Aug
21
When are brand extensions a good idea?
In: advertising, brand extensions, branding, innovation, research, retail, shopper marketing
1 Comment
Marketers want to use brand extension strategies as much as possible today because it is a more affordable way to introduce products but the key is having enough rocket fuel, i.e. brand equity, to get the rocket (i.e. brand extension) off the ground.
Aug
13
Shopper “path to purchase”: a new approach to media planning?
In: advertising, media, retail, shopper insights, shopper marketing
7 Comments
Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is.