Making Sense of Shopper Marketing. [REPORT]

Shopper marketing has reached a tipping point. Marketers can no longer rely on converting shoppers into buyers the old-fashioned way, according to a new White Paper from Longboard Media. “Making Sense of Shopper Marketing” examines how multi-channel campaigns influence sales and extend reach by researching display campaigns with mobile extensions and analyzing them against in-store data provided by various retail partners.
 
The Longboard Media report found that combined in a single campaign, in-store, display and mobile campaigns can work together to deliver an ROI while increasing the opportunity to influence a sale. Additionally, Longboard Media found that as more consumers engage with digital devices outside of the home, the push for marketers to tap into multiple platforms is increasing rapidly.
 
“The recent changes in technology, shopper behavior and marketing have changed the path to purchase for good,” said Jim Barkow, CEO, Longboard Media. “Retailers are adding the element of publisher monetization in three key areas: adding more content to their sites, increasing traffic and overall users, and adding monetization elements by opening up inventory that allows brands to connect with their consumers. The third element is truly what Longboard Media powers and in this year alone, we’ve seen a 45% increase in shopper marketing budgets. We expect that number to rise in the next 12 months.”
 
Longboard Media’s White Paper found:

– 85% of shoppers are researching products online.

– In-store mobile extensions can increase display reach by 10%.
 
– Consumers are using online retail and shopping sites to make everyday purchases, while brick and mortar retailers are used for ‘big ticket’ purchases.
 
* There are dozens of influencers along the path to purchase, including:
* Mobile: Geo-fencing, store targeting, couponing and barcodes
* In-store: SOS, coupons, collaborative media, displays and signage
 
– When exposed to display and mobile campaigns, more than 12% of shoppers were reached on both campaign platforms, increasing the reach of habitual and deal shoppers by close to 10%.
 
– More consumers are using mobile devices and tablets while shopping in-store. A growing trend among mobile usage in-store is the opportunity to buy instantly—moving from the consideration stage to the purchase stage in a single impulse.
 
– The path to purchase is fragmented and no longer linear

To download report CLICK on link below:
http://longboardmedia.com/wp-content/uploads/2012/06/Making-Sense-of-Shopper-Marketing.pdf>