Marketing and Research Consulting for a Brave New World
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Retailers as Martech. Why media planning will transform into waterfalls based on effectiveness, from oceans based on reach.

As marketers drive for performance and higher ROI, research and analytics must swap their top down methods for people based approaches.

Retailers are becoming publishers and ad networks, offering reach, unified IDs and a way to target active shoppers that can dramatically improve marketing ROI. Amazon could turn the big 2 into the big 3.

Retailers must master digital as shoppers’ path to purchase often involves online and offline activities, across all screens, irrespective of where the purchase occurs.

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.

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