Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is.
Aug
13
Shopper “path to purchase”: a new approach to media planning?
In: advertising, media, retail, shopper insights, shopper marketing
7 Comments
Jul
21
For consumer insights teams, shopper insights research feels foreign; it requires a different set of approaches and a totally different mindset. Shopping is about action more than preferences. It’s about the shopping trip rather than a single product category. Yet, shopper insights are critical for making shopper marketing work for your brand, enhancing your relationships […]
Jun
22
How Advertising Works; The Second Right Answer
In: advertising
Comments Off on How Advertising Works; The Second Right Answer
The second right answer must come from knowledge. It must be compelling because you are challenging the incumbent, the first right answer.
Apr
7
Markets seem to evolve in one of two ways that imply very different strategies for launching new offerings: • Market entrenchment • Market reinvention Market entrenchment looks like this. Someone creates an innovation that establishes a new market. The second wave of “innovation” is comprised of a few differentiated nationally branded products, but really serves […]
Mar
14
Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right? […]