Retailers must master digital as shoppers’ path to purchase often involves online and offline activities, across all screens, irrespective of where the purchase occurs.
Aug
26
Mastering shopper marketing in a digital age
In: digital marketing, shopper marketing
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Apr
5
Google flunks CPG marketers…See me after class
In: advertising, digital marketing, marketing, media, path to purchase, retail, shopper insights
5 Comments
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.
Oct
21
Shopper marketing takes center stage
In: shopper insights, shopper marketing
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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 […]