Harvard Business Review: “Where traditional brands focus on positioning their brands in the minds of their customers, digital brands focus on positioning their brands in the lives of their customers. Furthermore, they engage customers more as users than as buyers, shifting their investments from pre-purchase promotion and sales to post-purchase renewal and advocacy.”
Author: T M
BRAND X JOURNAL
BONUS TRACKS How to talk ‘Shopper’ to a CMO
Four things every C-Suite executive should know
#1: The Triple Win. The misperception is that Shopper is a blunt instrument. In fact, Shopper sits, with agility, at the intersection of the brand, the retailer and the shopper. Big retailers have incredible information about, and insights into, how people shop, which provides powerful tools to brand marketers.
For example, Shopper has data that helps brands talk to the mother of a child under one, understanding that she’s in survival mode and needs simple sustenance, not complex recipes. Shopper is equipped to talk to a wide variety of consumers, across multiple dimensions of their needs under any number of occasions.
INSIGHTS Is the effect of mobile devices overstated?
David Vanderwaal, LG
David VanderWaal: Mobile’s effect on shopping behavior is not overstated, but it’s not really understood. All the data show shoppers are using smartphones actively while they are in the store and in transit. Almost 50 percent of those who have smartphones are using them actively.
BRAND X JOURNAL 99 Canettes of Pabst on the Wall
This is not your father's Canada Dry
RESEARCH REPORT The future of digital is not evenly distributed
Lack of communication stands in the way
Despite the industry noise level of how shopper marketing-focused companies are taking advantage of digital, the results of this survey indicate that for most companies, digital is either non-existent or in very primitive stages. To date, digital is largely defined as the sales department getting retailers to feature their brands on websites or in pre-store coupons.
There are few indications among respondents that their digital efforts are based on a true path-to-purchase strategy and are coordinated among the various departments and agencies responsible for executing in a way that interacts with their target consumers at key decision points along the path.