Retailers as Martech. Why media planning will transform into waterfalls based on effectiveness, from oceans based on reach.
May
1
Marketing practice changing as retailers become MarTech companies
In: advertising, Amazon, customer journey, data driven marketing, digital marketing, facebook, google, shopper journey, shopper marketing, targeting, Walmart
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Jan
30
Four marketing trends that researchers need to know about
In: advertising, Amazon, brand equity, consumer segmentation, customer journey, data driven marketing, digital marketing, DMP, market research, marketing mix modeling, media, Mobile marketing Association, MTA, Multi Touch Attribution, research transformation, segmentation, shopper insights, shopper journey, Walmart
2 Comments
As marketers drive for performance and higher ROI, research and analytics must swap their top down methods for people based approaches.
Aug
29
The next sea change in marketing is coming fast. Are you ready?
In: advertising, Amazon, branding, consumer segmentation, customer journey, data driven marketing, digital marketing, marketing, Walmart
1 Comment
Retailers are becoming publishers and ad networks, offering reach, unified IDs and a way to target active shoppers that can dramatically improve marketing ROI. Amazon could turn the big 2 into the big 3.
Aug
26
Mastering shopper marketing in a digital age
In: digital marketing, shopper marketing
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Retailers must master digital as shoppers’ path to purchase often involves online and offline activities, across all screens, irrespective of where the purchase occurs.
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.