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.
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…
Aug
25
“Dealer Franchise Laws” are federal and state laws that protect auto dealerships. However, they also institutionalize business practices in a way that are no longer serve the consumer but cannot be easily changed.