Making the journey to shopper marketing...
Shopper marketing. It's just like consumer marketing, only for real decision-makers.
With 70% of decisions now made in-store and traditional 'push-media' increasing fragmented, attention is now turning to building conversation with shoppers, rather than end-consumers of products.
The previous assumption of marketing was that you created products for the person who actually used your product and hoped they would use their 'pester-power' to influence whoever did the shopping.
Today's assumption is that you should talk directly to the shopper, which means the store itself has become the most important medium.
OxfordSM research this trend with Europe's leading marketers, and discovered that 'shopper marketing' will outgrow even digital marketing in the next 3-5 years. If getting a grip on shopper marketing isn't in your 100 day plan...it probably should be.
You can read the Shopper Marketing report HERE.
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