the tablet is the first device that can actually travel with the shopper through the complete path to purchase. Retailers should consider leasing them for free to their frequent shoppers and club members to lock in their loyalty. The lifetime value of a shopper would more than pay for this.
Nov
22
How tablets could revolutionize the shopper path to purchase
In: advertising, media, path to purchase, retail, shopper insights, shopper marketing
4 Comments
Oct
4
Integrated marketing when everything amplifies everything else
In: advertising, digital marketing
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Media is no longer a force exerted against a passive audience. In a digital age, brand communication lives in an action environment and its purpose should be to amplify and shape consumer activities along the digital path to purchase.
Jul
27
What is missing from moments of truth marketing
In: media, mobile, path to purchase, shopper marketing, social media
6 Comments
In marketing, Procter talks of first moment of truth. Google offers zero moment of truth. Something is missing because that comes before search. the minus one moment…
Jul
12
The next generation of digital marketing will be based on digital being integrated into the physical world rather than providing an alternative to it.
Jun
22
Mobile marketing: separating trend from fad
In: advertising, marketing, mobile
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the tipping point for mobile advertising will come when we move from gamification to simplification as our main marketing idea for how to use mobile. Forget the badges.