Mobile Shopper Marketing
Shopper marketing has evolved from sales promotion, coupons and incentives to a data-driven embrace of consumer touchpoints along the path to purchase. Online behavior and e-commerce upped the ante, as consumers have come to expect personalization and custom attention from brands and retailers. Mobile is creating another paradigm shift as consumers manage all aspects of their lives via their mobile device. The MMA is conducting a marketplace assessment of the mobile shopper marketing space in order to identify the big picture issues that need to be addressed, as we have been too often bogged down by tactical considerations indigenous to certain brands and retailers.
Find Out How Mobile Affects the Consumer Journey In the MMA’s Mobile Shopper Marketing Report
Everyone in the marketing ecosystem realizes mobile is inextricably intertwined with the consumer journey. The challenge is in learning how to leverage it.
In the MMA’s latest white paper: “A Circle, Not a Funnel: The Role Mobile Plays In the Consumer Decision Journey,” you’ll discover mobile’s role from consideration all the way through the post-purchase experience. Along the way, you’ll also find out why the sales funnel is actually a circle, in which satisfied consumers repeatedly re- engage and re-purchase.
This report is essential for anyone in marketing who is determined to meet the consumer where they are – on their mobile device.
Download the full document here.
During the 4Q 2017 and 1Q 2018 the MMA will be conducting a thorough discovery and assessment of the space (CPG specifically), and will then work with the committee to build a framework that highlights critical aspects of the shopping and buying process in CPG. We will then prepare a portfolio of use cases that demonstrate how success in MSM can be achieved and maintained. Roll-outs to other categories should follow, as will the cross-seeding of successful practices from and to categories other than CPG.