As mentioned, at BAA I gave a presentation on the interplay of marketing and advertising law to activate brands. Today I will share with you the final installment of this series…
What is shopper marketing? It’s about harnessing technology and data to reach and influence consumers on their path to purchase – online to in-store. It’s about creating a brand experience for the consumer – not just a brand or retail channel transaction. It uses content, technology, promotion, data, social interaction and insights as tools for meaningful consumer engagement.
Shopper marketing is dependent on information and data. But how does a brand or retailer collect and use the data? When does consumer data collection become invasive, and when do privacy … Continue Reading
I had the great pleasure of moderating a panel at AdWeek Europe on the issue of trust earlier this year. The session was titled “Trust: Digital’s New Currency,” and there was broad agreement on the panel—which included among others the CEO of Clear Channel UK, the European Editor of Newsweek, and Phil Stokes, partner, Entertainment & Media Industry, PwC EMEA—that in today’s environment, trust is a valuable currency indeed.
It always has been. Before consumers act on an advertising or marketing message, after all, they need to trust it. In the digital age, however, it seems that consumer trust is under threat from more sources than ever before. If consumers aren’t knowledgeable and wary of digital scams, they can soon … Continue Reading
As mentioned, at BAA I gave a presentation on how disruption is permeating advertising, media, and marketing today. I now will share with you the final installment of the series…
How do brands engage consumers in ways directly relevant to the target audience? The answer may be Shopper Marketing – more appropriately dubbed as “Omnichannel Marketing.” These marketing tactics are about engaging and influencing customers on their path to purchase. They are about driving consumer engagement using content, technology, data and insights, together with promotions, branded campaigns and social interaction. It’s about delivering the right products, in the right environment, in ways that are relevant and effective today.
Shopper marketing is heavily dependent on information and data. How do marketers … Continue Reading