Marketing and Research Consulting for a Brave New World
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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.

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;

Digitization is transformational to the media experience, advertising possibilities and media businesses. Now, the media property is the organizing principle and it must live synergistically across platforms. Advertising on traditional media no longer has to be static and served to a whole audience.

Six big wakeup calls in 2009 are doing the marketing research profession a favor; refocusing us on what it will take to conduct trustworthy research, find unexpected feedback, provide anticipatory insights, measure media in a way that people now choose to experience it, and properly rebalance our understanding of how people choose brands by placing more emphasis on understanding the shopper.

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.

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