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
31
How to increase marketing ROI in the digital age
In: advertising, digital marketing, marketing, media, path to purchase
3 Comments
How do we reach the “readier” to purchase consumer to increase ad effectiveness? Digital activities that are self-directed, e.g. search or visiting a brand’s website guarantee recency because the consumer controls the timing of the message not the marketer.
Oct
4
Integrated marketing when everything amplifies everything else
In: advertising, digital marketing
Comments Off on Integrated marketing when everything amplifies everything else
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.
Jun
22
Mobile marketing: separating trend from fad
In: advertising, marketing, mobile
Comments Off on Mobile marketing: separating trend from fad
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.
May
6
How to build relevance into your media plans
In: advertising, branding, shopper marketing, social media
3 Comments
Relevance marketing is about ACTION. People are seeking, shopping, and planning their shopping trip. Relevance marketing is tied to identifying when consumer action is occurring for which you are relevant and directing it towards your brand.