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.
May
6
How to build relevance into your media plans
In: advertising, branding, shopper marketing, social media
3 Comments
Mar
2
Foursquare, shopkick, shopsavvy, stickybits while I grocery shop and they all do the same thing. They SLOOOOOW me down while I want to get out of there FAST! So, that will not work.Until mobile marketing simplifies shopping it will not hit its tipping point.
Jan
3
Stranger in a strange land
In: advertising, digital marketing
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Marketers have become strangers in a strange digital land. The rules of thumb the best of us mastered in an analog world have lost their completeness to understand, anticipate, and create growth in a digital world.
Nov
29
How to create brand led shopping
In: advertising, behavioral economics, market research, shopper marketing
5 Comments
Introducing a new concept called brand led shopping which gives advertising an integrate shopper and consumer purpose. Touchpoints must be used strategically as they are not interchangeable in this new model.
Oct
21
Shopper marketing takes center stage
In: shopper insights, shopper marketing
Comments Off on Shopper marketing takes center stage
About two years ago, I proposed that the ARF start a Shopper Insights council. While some were asking what the ARF was doing with shopper stuff, I felt that path to purchase could be the new way of determining media strategy that would make more sense for advertisers. We started the council and saw great […]