Posts Tagged Google

Why Digital Shopper Marketing? A better question: Why not?

A more serious answer might be because the marketing world is headed that way.  The 2010 GMA/Booz & Company Shopper Study indicated that 55% of respondents felt that shopper marketing budgets will increase by at least 5% each year for the next three years.  Add to that the fact that “62 percent of shoppers engage in at least one digital deal activity for half or more of their shopping trips.”  This means that it’s not hard to make the case that digital is, in fact, impacting the path to purchase.  Individually, marketers are getting their arms around the tools from a tactical standpoint.  But the digital space is ever-evolving.  The question remains not only “pulling it all together”, but also understanding where to place bets, how much of a bet to place, and how to structure their organizations to best take advantage of all these new engagement opportunities.

What we’re putting together are two days of strategic discussions about the impact of digital on the path to purchase.  And we’ll get perspectives from a cross-section of marketers: 3M, Coke, ConAgra, Dole, Facebook, Google, Groupon, Kraft, Moet Hennessy, to name a few; retailers and eTailers such as Alice.com, CVS.com, and SuperValu; as well as consultants and agencies at the leading edge of digital shopper marketing: BIGresearch, BzzAgent, Datalogix, eTailing Solutions, Integer, MARS, RetailNet Group, Ryan Partnership and SmartRevenue.

Some of the topics we’re going to tackle include:

• Is the sales force obsolete?  What’s the impact of e-commerce on organizational structures?
• Is the path to purchase dead in an always-on world? For example, if your shoppers are using mobile and buying direct, where exactly is the path?
• Is impulse purchasing dead, or is it more alive than ever?

Plus, we’re organizing store visits so we can see how retailers are adapting to the digitally-empowered shopper.

Check out the full agenda and summit information here.  More to come!