White paper

Generations of digital innovation reveal a pattern: the first gen (1G) re-creates the original, while the second (2G) creates something better. The first CGI animal was an owl in the 1986 movie Labyrinth; today we have the Avatar Na’vi. The first cell phone in 1973 mimicked landline; today we have diverse mobile platforms.

Digital shopper marketing is going through a 1G to 2G transition. Marketing is becoming more targeted and dynamic. Shopping is becoming more relevantand simple. This thesis applies case studies from Kroger, Catalina, ConAgra and DS-IQ to illustrate the changes occurring with e-circulars, digital coupons and social media. The paper and slides also outline guidelines for success in 2G digital shopper marketing.

To read the white paper, please click here:

2G DIGITAL SHOPPER MARKETING PAPER

To see the slides, please click here:

2G DIGITAL SHOPPER MARKETING SLIDES

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