From time to time, marketing conferences take a step back to reflect on where we are in the evolution of personalization. Sometimes they add a twist, such as focusing on new data sources or location-based marketing, but the common thread is the promise of relevance.
I recently participated on a panel discussing how far consumer marketers have progressed in unlocking the value of data to enable personalization.
Such discussions often begin with a short debate about what constitutes “loyalty.” Some will argue that incenting people to buy more isn’t enough—loyalty takes emotions as well Continue reading
Relevance marketing is one of those terms that is hard to disagree with. Joel Rubinson recently made a great case for it.
The words themselves sound unassailable. Who would argue that marketing shouldn’t be relevant? Of course it makes sense to tailor marketing to be more appropriate, and now we have better tools than ever before to do it. But there are more effective and less effective ways to be relevant in shopper marketing. Let’s look at Who, What and Where.
Media buying often focuses attention on relevant individuals. Marketing lingo is replete with “audiences,” “segments,” “target markets” and the like. Continue reading
I’ve attended the Shopper Marketing Summit (formerly In-store Marketing Summit) for the last 3 years. Each year I find that shopper marketing is looking less like trade and more like media. Here are 5 observations:
1. Shopper marketing is growing. Shopper marketing is the fastest growing category of marketing, according to Ad Age figures quoted by Greg Murtaugh of Triad.
2. Stores are powerful reach vehicles. Pete LaFond of Walmart noted Walmart.com reaches 53MM uniques per month and Smart Network reaches 150MM per week. Together they reach 1/3 to 1/2 of US shoppers each week. Continue reading
How a big a hit can fuel rewards be? As gas prices approach $4 a gallon nationally, they can be a big hit for Kroger.
Kroger last week expanded its rewards program to allow shoppers to save more per gallon based on how much they spend in-store. Spending $100 in a month saves them $.10 a gallon (the minimum), while spending $1000 or more saves $1 a gallon (the maximum).
Shoppers can save money at Kroger stations or Shell stations. This is a optical benefit for shoppers and a clever move by Kroger. Continue reading
Today, 90% of Americans between 18 and 64 have a mobile phone, according to Arc Worldwide. Half of those are using their phones to shop. Of this half, 20% are driving the majority of mobile shopping behavior.
Translation: 10% of US adults are the mobile shopping heavies.
How do you compel more consumers to join this base of heavies? Arc looked at segments of shopper activity and suggests 5% of the 40% of casual users may be convinced to be heavy. Continue reading