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 gather this information while staying transparent with consumers? And how do marketers ensure that data they are gathering is useful to enhance the retailer experience? In addition to harnessing the power of smartphones, brands are starting to use beacons to track shoppers in stores, face recognition software to identify repeat shoppers – even heat sensing devices to let marketers know how long consumers may have looked at a product or waited to check out. These types of data and insights allow marketers to deliver hyper-targeted communications to shoppers in real time.
Don’t forget that in this evolving world, you need to know the rules, and be familiar with the self-regulatory frameworks promulgated by associations such as the Mobile Marketing Association and Digital Advertising Alliance. These self-regulatory bodies promote key privacy principles such as limited collection of data, transparency, notice, choice, easy opt-out mechanisms and consumer education. The collective goal should be to find a frame of reference to guide marketer actions and structure them in a way that is compliant with the relevant laws and self-regulatory principles, in order to avoid regulatory enforcement action but also to integrate effectively with (and not alienate) the target consumer demographic.