In a multiscreen era, Marketers need to measure and synch all digital behaviors across screens to use media to create brand growth
May
15
Marketers and media getting that synching feeling
In: advertising, digital marketing, media, mobile
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Apr
5
Google flunks CPG marketers…See me after class
In: advertising, digital marketing, marketing, media, path to purchase, retail, shopper insights
5 Comments
In my interview with Google, they flunk CPG marketers, “You get a 3 out of 10″. If you look at where the dollars are still spent, the shift isn’t happening as dramatically as it should. Mentality: I’ll leave it to the next guy to jump off the cliff.
Apr
7
How do people spend time with your brand?
In: advertising, branding, social media
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How do people spend time engaging with your brand? This is critical to learn and the answer might surprise you. It is likely that owned media is first and Facebook might be at the bottom.
Sep
9
Supermarket shopping in the real world
In: branding, retail, shopper insights, shopper marketing
3 Comments
Marketers are in a world where the great majority of brand-consumer relationships are based on non-exclusive brand beliefs which explains why many brand purchase decisions are made at retail. Marketers need to dial up the exclusivity of what their brand means or will remain challenged to support their price differential vs. store brands.
Sep
1
Is brand awareness a useful research measure in an era of digital and shopper marketing?
In: behavioral economics, branding, digital marketing, market research, marketing, retail, shopper insights, shopper marketing, social media
9 Comments
I’ve always had a love-hate relationship with measuring brand awareness, especially aided awareness. What a CPG marketer really wants to know is how to get their brand noticed at retail.