Brands are rethinking marketing strategies, analyzing what is working and what isn’t. In this economic climate, marketers are re-evaluating this year’s budgets. Some are turning away from big ticket buys in TV and print, and looking for the most accountable and measurable opportunities that lead to sales lift. With the emphasis on direct results, shopper marketing is suddenly all the buzz. Apple’s decision to withdraw from MacWorld, is a recent example of a brand adjusting marketing budgets to focus their retail efforts.
Bill Gerba, CEO of WireSpring, points out in a recent article that there has been a substantial increase in marketers’ interest in shopper marketing based on THE HUB’s survey results from the past three years. This year’s data indicates that 45% of respondents have an integrated process in place and 64% have established budgets for planning and executing shopper marketing initiatives. This is in contrast to marketers’ very limited knowledge of the opportunities in 2006. Continue reading “All eyes on shopper marketing”
