Making Sense of Shopper Marketing
A look at how multi-channel campaigns inﬂuence sales and extend reach
Shopper marketing has reached a tipping point. Marketers can no longer rely on converting shoppers into buyers the old-fashioned way. Shopper marketing is at a crucial intersection: consumers are rapidly adapting their purchase behavior, while brands are quickly trying to understand that behavior.
Shopper Marketing campaigns become cost effective and more successful if agencies and brands can adapt. In order to build on its potential, campaigns must evolve beyond siloed, endemic buys, and develop into multi-channel strategies that are capable of running seamlessly across the media ecosystem and feeding into offline territories.
Advertisers and agencies typically treat in-store, display and mobile campaigns as separate parts of their overall strategy, each with an individual spend. Each platform has exceptional strengths: for display, heavy research capabilities allow consumers to digest information rapidly; for in-store, coupons, interactive media and mobile capabilities influence the point of decision; and for mobile extensions, geo-fencing and strategic targeting capabilities allow for higher performance. Combined in a single holistic campaign, in-store, all three can work together to deliver an ROI while increasing the opportunity to influence a sale.
However, the current lack of a fluid structure along the path to purchase has led to segmented marketing messages. The alignment of messaging throughout the path to purchase can lead consumers to make decisions online and drive more in-store purchases.
To help quantify the impact, Longboard Media took a look at display campaigns with mobile extensions while analyzing against in-store data provided by various retail partners. Through this study, several key questions were addressed
- Does the combination of display and mobile improve efficiency?
- What sort of influence does research activity have on in-store purchases?
- What are the benefits of digital Shopper Marketing campaigns?
- What are the key influencers along the path to purchase?