Joe has spent 20 years honing his digital marketing and commerce craft and is now managing director of digital commerce and marketing at TPN
For years, marketing in retail had been exclusively promotional and forced to live mostly within the four walls of a store. Today, brands looking to drive awareness, purchase intent and ultimately sell something can do so in new, efficient ways that have dramatically changed the way brands look to drive conversion in retail.
A few interconnected trends have converged to move shopper marketing budgets from majority in-store static placements to majority digital executions, and this has happened in relatively short order. Smartphone and shopper app proliferation, faster data connections, liberal carrier data policies and technology-enhanced shopping behavior have all converged to drive 70% of shoppers to use their phones to shop before purchasing in-store at least once over the past year, according to a recent Bain & Company study. We are seeing this transition to digital shopping behavior happen more frequently and for varying products across most categories.
When we talk about digital, we are talking about some desktop-based experiences and advertisements, but more specifically, the activity is focused on mobile as a category. Due to its proximity-centric possibilities, mobile is forever altering shopper marketing and efficient planning and deployment of dollars. Mobile marketing is now arguably the most important piece of shopper marketing — at least if the velocity of money indicators are to be believed.