World­view of Shop­per Mar­ket­ing!

Point of Purchase - - CONTENTS - Ex­ec­u­tive Sum­mary

One con­cept, many ap­proaches. Shop­per mar­ket­ing mi­nus the the­ory is in­deed mor­ph­ing into many shapes world over. Thus in this space we cap­ture the var­ied per­spec­tives, prac­tices and thoughts re­lated to shop­per mar­ket­ing. Read on to know what we have this time. 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 multichannel 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? Key Find­ings

85% of shop­pers are re­search­ing prod­ucts on­line.

40% of the time, a shop­per selects a brand prior to en­ter­ing a store.

There are dozens of in­flu­encers along the path to pur­chase:

– Dis­play: Paid me­dia, prod­uct place­ment, prod­uct re­views and so­cial me­dia.

– Mo­bile: Geo-fenc­ing, store tar­get­ing, coupon­ing and bar­codes.

– In-store: SOS, coupons, col­lab­o­ra­tive me­dia, dis­plays and sig­nage.

Price, brand pref­er­ence and prod­uct re­views play a large part in a con­sumer’s se­lec­tion.

In-store mo­bile ex­ten­sions can in­crease dis­play reach by 10-20%.

Re­tail sites are be­com­ing large play­ers in the e-com­merce mar­ket­place.

THE PATH TO PUR­CHASE IS FRAG­MENTED

The above model starts with a trig­ger, prompt­ing the de­mand for a cer­tain prod­uct. The path to pur­chase ends with the trig­ger it­self be­ing ful­filled. From de­mand to sat­is­fac­tion, the shop­per will go through a se­ries of in­ter­con­nected ac­tions, each with an out­come that prompts an­other ac­tion. The path to pur­chase is no longer lin­ear. In fact, most ac­tions are hap­pen­ing at the end of the fun­nel, and this is where Shop­per Mar­ket­ing is most ef­fec­tive … a late fun­nel me­dia buy. If we look at the path to pur­chase this way, we get a bet­ter sense as mar­keters of the new driv­ers within the de­ci­sion-mak­ing process, or jour­ney. Un­der­stand­ing a shop­per’s jour­ney can help mar­keters de­velop com­mu­ni­ca­tion strate­gies that are more ef­fec­tive and ul­ti­mately, lead to a pur­chase. Mar­keters need to ob­serve the ac­tions that a con­sumer makes while un­der­stand­ing on the back­end the cause of th­ese ac­tions.

Op­por­tu­ni­ties to Reach Con­sumers Along Path to Pur­chase

Agen­cies and brands will con­tinue to shift por­tions of their dig­i­tal bud­gets and in-store bud­gets to ad­dress the chang­ing path to pur­chase.

Changes in tech­nol­ogy and shop­per be­hav­ior have changed the path to pur­chase. Pre- pur­chase re­search and dig­i­tal cam­paigns on shop­ping and re­tail sites are hav­ing a quan­tifi­able impact on brick and mor­tar pur­chases. Even more no­tice­able is the use of mo­bile de­vices and tablets while con­sumers are shop­ping in-store. Con­sumers are us­ing the de­vices to check out prod­uct de­tails, com­pare prices and find a lo­cal re­tailer. A grow­ing trend among mo­bile us­age in-store is the op­por­tu­nity to buy in­stantly — mov­ing the con­sumer from con­sid­er­a­tion, to pur­chase at any mo­ment.

Shop­pers Con­duct­ing Re­search - Outof-Store

An­a­lyz­ing the new path to pur­chase al­lows mar­keters to im­prove com­mu­ni­ca­tion strate­gies that tar­get con­sumers at the right time, right place and with the right mes­sage.

More and more, con­sumers are spend­ing good chunks of time pre­par­ing for their trips to re­tail­ers and mak­ing de­ci­sions be­fore they even en­ter the store. As the dig­i­tal gap widens, mar­keters have new op­por­tu­ni­ties and new ways to tar­get con­sumers while they are in the act of mak­ing a pur­chase de­ci­sion, or

re­search­ing with the in­tent to en­ter a store and make a pur­chase.

Mar­keters must con­tinue to pro­duce pro­grams that tar­get con­sumers while they are in the act of brows­ing or mak­ing a brand de­ci­sion. Fur­ther­more, when shop­pers are look­ing for a prod­uct on­line, they don’t al­ways make a brand de­ci­sion. In fact, be­fore they en­ter a store, they may have se­lected a few brands to re­search, al­low­ing them to con­tinue the eval­u­a­tion once in front of the prod­uct.

FAC­TORS IN­FLU­ENC­ING BRAND EVAL­U­A­TION SETS:

Con­sumer shop­ping en­gines

Re­tailer web­sites

Coupon ac­cu­mu­la­tion/ac­qui­si­tion

So­cial me­dia

Brand loy­alty

Dig­i­tal cam­paigns

Bot­tom line: Brands and agen­cies need to take ad­van­tage of dig­i­tal Shop­per Mar­ket­ing if they want to in­flu­ence pur­chase de­ci­sions in the store as most con­sumers are plan­ning their pur­chases be­fore they even step foot in a re­tail store.

Fac­tors In­flu­enc­ing Shop­pers

In-Store Se­lec­tions

The growth of dig­i­tal me­dia cam­paigns has led to shop­pers com­ing to re­tail stores not only more prepared to make a de­ci­sion, but well in­formed on prod­uct spec­i­fi­ca­tions and con­sumer re­views. The most ef­fec­tive way for mar­keters to com­mu­ni­cate with ac­tive shop­pers is to cus­tom­ize con­tent such as e-news­let­ters, dig­i­tal me­dia and so­cial me­dia to fos­ter a re­la­tion­ship with the con­sumer.

Other fac­tors that are con­tin­u­ally in­flu­enc­ing a shop­per’s in-store se­lec­tions are brand pref­er­ence, prod­uct char­ac­ter­is­tics, low cost, web­sites/blogs and coupons. Un­der­stand­ing what drives con­sumers to a re­tailer will con­trib­ute to the growth of chan­nel cat­e­gories and help mar­keters get a bet­ter un­der­stand of when they should be com­mu­ni­cat­ing with con­sumers: out of store, in store…. or both?

Dual Plat­form Cam­paigns En­hance Reach

As con­sumers di­ver­sify how they digest shop­per me­dia be­yond dis­play me­dia and em­brace an ever- wider ar­ray of screens such as mo­bile / tablet de­vices, ad­ver­tis­ers need to ad­just their cam­paigns ac­cord­ingly. By com­ple­ment­ing a dis­play cam­paign with a con­cur­rent mo­bile cam­paign, ad­ver­tis­ers can ex­pand their reach to mul­ti­ple screens, and help re­in­forcethe brand’s mes­sage while sub­stan­tially in­creas­ing cam­paign per­for­mance. Long­board Me­dia ran a $520,000 mo­bile ex­ten­sion on top of a cus­tom $560,000 dis­play cam­paign on our net­work with a premier ad­ver­tiser and found that reach of ha­bit­ual and deal shop­pers was in­creased by close to 10 per­cent­age points.

Av­er­age Fre­quency In­creases

The di­vi­sion of the me­dia land­scape al­lows for op­er­a­tional reg­u­lar­ity. Con­sumers are gen­er­ally ex­posed to a brand mes­sage 3 or less times, but when cam­paigns are run on mul­ti­ple plat­forms, such as dis­play and mo­bile, the abil­ity to tar­get con­sumers and hit them with a brand mes­sage in­creases al­most two fold.

Shop­per Mar­ket­ing as a Tac­ti­cal Ca­pa­bil­ity

Insight is key to mea­sure­ment at ev­ery stage of the path to pur­chase. The cur­rent chal­lenge fac­ing agen­cies and brands is to put clar­ity to how multi-chan­nel cam­paigns and strate­gies can work to­gether. Shop­per mar­ket­ing should be mea­sured as a tac­ti­cal ca­pa­bil­ity, with one func­tion work­ing off the next, uni­lat­er­ally. Mea­sur­ing Shop­per Mar­ket­ing cam­paigns uni­lat­er­ally in­volves the co­he­sive­ness of three key ar­eas:

An­a­lyt­ics: Col­lect data through­out the fun­nel and un­der­stand how that is trans­lat­ing to sales on a re­tail­ers end.

In­te­gra­tion: How do an­a­lyt­ics sup­port the plan­ning and mea­sure­ment at each stage of the fun­nel? And for each cam­paign?

Tech­nol­ogy: Uti­liza­tion of new shop­ping tech­nolo­gies such as mo­bile and tablet de­vices and in­te­grat­ing them into cam­paigns. Mea­sure­ment on the back-end.

Con­clu­sion

Dig­i­tal Shop­per Mar­ket­ing clearly has enor­mous po­ten­tial and con­tin­ues to gain mo­men­tum among brands look­ing to test larger bud­gets. Dig­i­tal Shop­per Mar­ket­ing must con­tinue to de­liver com­pre­hen­sive re­turns on in­vest­ments, and must be multi-chan­nel and no longer a sin­gle silo. Shop­per mar­ket­ing must be de­vel­oped into a strate­gic mar­ket­ing ca­pa­bil­ity and it must in­ter­sect with ev­ery

other ac­tion and step along the path to pur­chase. Fi­nally agen­cies and brands need to in­sti­tute an ef­fec­tive mea­sure­ment strat­egy that as­sists in un­der­stand­ing the ef­fi­ciency of cam­paigns. As dig­i­tal Shop­per Mar­ket­ing con­tin­ues to grow and gain fa­vor­a­bil­ity among brands, its time for mar­keters to stop think­ing about the plat­forms as sep­a­rate pieces to the puz­zle, but rather one ad-hoc pro­gram that flu­idly works to­gether

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