First 100 days

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.

Posted by Editor at 11:57 AM | Permalink

One of the most challenging aspects of being a marketing director is the sheer pace of change...

Yesterday, multi-mllion dollar budgets were required to make and distribute ads.

Today's google's inexorable effort to replace search-based advertising with attention-based advertising...means I can put this Honda ad online in seconds...

Or even better...create my own ad...and upload it HERE.

While you cannot expect to be an expert in every emerging technology, it's critical to know people who are...
You may just be able to decimate your budget...

Posted by Editor at 4:19 PM | Permalink