Shopper marketing Tag

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The rise of food blogging and online recipe sites has really driven home the point that consumers are turning to technology for their cooking needs. We used to thumb through the pages of cookbooks to decide what to make for tonight’s dinner. Now, we plug our requirements into a search engine, sort through the best rated recipes, and read how others have spiced it up before pulling out our chopping boards. To give you a sense for how prevalent this trend is, last year Google received over 6.1 Billion searches for food and recipes in the US alone. And that doesn’t even include beverage searches. But the food industry isn’t the only one affected by consumer’s changing digital habits. Now, grocery shoppers

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The current environment for advertising and marketing is rapidly shifting. No longer are companies able to slide by with the basic strategies implemented in the past. With new digital developments changing on a continuous basis, being nimble and adaptable to these new forms of communication will be critical to getting the message effectively to consumers and shoppers alike. Already, we have seen huge changes: * From traditional media to multiple forms of communication * From mass to niche media, centered around specific target audiences * From a manufacturer-dominated market to a retailer-dominated, shopper centric market. * From general-focus advertising and marketing to data-based marketing * From limited Internet access to 24/7 Internet availability and access to goods and services The booming culture of social media is also creating countless opportunities for

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Competition for Share of Consumer Spending is Intensifying as the Country Emerges from Recession CHICAGO, March 3, 2011 - Consumers deserted shopping malls and car dealerships in droves to spend wisely and save in 2009. While this conservative mindset has stuck with many consumers, others increased spending at least somewhat during 2010. The CPG industry demonstrated signs of improvement, with unit sales declines slowing markedly across channels, and some departments and categories experiencing positive sales trends for the first time in five quarters. SymphonyIRI Group continues its analysis of the CPG industry's performance throughout the past year and identifies new market opportunities in its latest report, "Times & Trends: CPG 2010 Year in Review: Out of Turmoil Rises Opportunity." "Although many are breathing a sigh of relief since the "Great Recession" officially

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Digital advances are changing the shopper marketing landscape daily. Think about it: we are almost never away from a digital gadget today. At home, we have our computers. On our commute, many of us are surfing the web or checking emails on our mobile phones. At the café, there’s a 3G connection that will have you up and running while you sip your morning latté. Consequently, every digital development offers new opportunities for brands to grab attention, so this year at the SymphonyIRI Group Summit, we are proud to offer many exciting sessions that will help you hone the tools in your digital marketing arsenal. To set the scene, Steve Frenda, Managing Director of In-Store Marketing Institute, will help us break down the current media environment, and decipher shifts in shopper behavior in our “Future Marketing – Digital and Mobile” track session. Building on those key elements, comScore will focus on the key trends in digital marketing for the CPG industry. comScore will present its insights into the industry’s ad effectiveness and growth opportunities in one session, and share study findings from

Aspect Ratio
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Wayne Friedman noted in a recent article in MediaPost that advertisers have been slow to embrace HD for their TV ads. And that got me thinking. I love HD programming – gorgeous, beautiful, watchable. And, good for many sports because they tend to operate horizontally. But there’s nothing about HD that makes messages more powerful for advertising. I’m sure that aficionado’s would argue with me – claim that pixel densities deliver more information, etc, etc. What I’ve found first hand is that’s meaningless. There’s some value in layering more things on-screen — as a DRTV practitioner we can use more type more to emphasize points so details are clear. But our results weren’t suffering before and the measurable impact of these advantages is negligible – probably so small it’s not detectable. So HD doesn’t help us make messages clearer. There is, of course, an “anti-positive”. If a high tech company (for example) chose NOT to create their ads in HD, it would

CPG and Retail Companies Must Wean Shoppers Off Price-Only Related Merchandising for Future Success
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CHICAGO, Jan. 20, 2011 - The new year creates an opportunity to review product and retail strategies with a view toward continuous improvement. Nowhere is this more relevant or important than in merchandising strategies. To take a closer look at these strategies, SymphonyIRI Group released its current issue of Times & Trends, “Merchandising Trends: Achieving Differentiation with a Shopper-Centric Approach,” which explores current and emerging merchandising trends that CPG marketers have embraced during the last few years in an ongoing effort to satisfy shoppers’ rapidly changing definition of value. SymphonyIRI anticipates shoppers will remain conservative in their purchasing habits, but evolve their definition of “value” slowly away from the almost singular focus on price that has shaped behavior for the past three years. The new focus will be one that integrates other factors, such as ingredients to support increased health and wellness, packaging and convenience. “Approaching CPG merchandising from a shopper-centric perspective is critical and will become increasingly

Image representing Facebook as depicted in Cru...
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SmartPulse — our weekly reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social-media practices and issues. Last week’s poll question: Do you think Facebook gets more attention than it deserves?
  • It does not deserve this much attention — 47.62%
  • It is worth all the attention it’s getting — 31.22%
  • I don’t pay attention to all the hype around Facebook — 21.16%
Whether it’s offline or online, everywhere we turn someone is talking about